Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam

Nurmala Sari Hasibuan ; Winda Evyanto
Jurnal Riset Rumpun Ilmu Ekonomi 📅 2026 Vol 5, No 1 🔗 DOI: 10.55606/jurrie.v5i1.7943
Abstract
This study aims to explore the extent to which brand image, product quality, and trust influence purchasing decisions for Pixy two-way cake through the Blibli platform in Batam City. The approach used is quantitative descriptive, involving 100 consumers who previously purchased Pixy two-way cake on Blibli, selected through purposive sampling with Lemeshow calculation guidelines to ensure sample representativeness. Data collection was conducted using a questionnaire, then analyzed through validity and reliability tests, classical assumption evaluation, multiple linear regression, and hypothesis testing using t-tests and F-tests. The results of the regression analysis indicate that brand image has a 24.7% influence on purchasing decisions, product quality contributes 34.0%, and trust plays a role of 29.2%. Furthermore, the coefficient of determination (R²) shows that these three variables collectively explain 74.0% of the variation in purchasing decisions. The t-test and F-test confirm that the influence of each variable is significant and positive, both partially and simultaneously, on consumer purchasing decisions at Blibli in Batam City.
Keywords
Brand Image Product Quality Purchase Decisions Trust.
How to Cite

Nurmala Sari Hasibuan & Winda Evyanto (2026). Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam. Jurnal Riset Rumpun Ilmu Ekonomi, 5(1). https://doi.org/10.55606/jurrie.v5i1.7943

Nurmala Sari Hasibuan; Winda Evyanto, "Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam," Jurnal Riset Rumpun Ilmu Ekonomi, vol. 5, no. 1, 2026.

Nurmala Sari Hasibuan; Winda Evyanto. "Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam." Jurnal Riset Rumpun Ilmu Ekonomi, vol. 5, no. 1, 2026.

Nurmala Sari Hasibuan; Winda Evyanto. "Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam." Jurnal Riset Rumpun Ilmu Ekonomi 5, no. 1 (2026).

Nurmala Sari Hasibuan & Winda Evyanto (2026) 'Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam', Jurnal Riset Rumpun Ilmu Ekonomi, 5(1). doi: 10.55606/jurrie.v5i1.7943.

Nurmala Sari Hasibuan; Winda Evyanto. Pengaruh Citra Merek, Kualitas Produk, dan Kepercayaan Terhadap Keputusan Pembelian pada Blibli di Kota Batam. Jurnal Riset Rumpun Ilmu Ekonomi. 2026;5(1).

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