Pengaruh Brand Image dan Brand Trust Terhadap Keputusan Pembelian Ulang Gadget Merek Apple (Studi Kasus pada Mahasiswa Fakultas Ekonomi dan Bisnis Universitas Sumatera Utara)

Abstract

The purpose of this study is to determine and analyze the effect of Brand Image and Brand Trust on Repurchase Decision on the students of the Faculty of Economics And Business Universitas Sumatera Utara. This research is associative research and the type of data used is quantitative data. The population in this study were the students of the Faculty of Economics And Business Universitas Sumatera Utara. The number of samples in this study was 105 people with sampling techniques using purposive sampling with the criteria that the students of the Faculty of Economics And Business Universitas Sumatera Utara who use Apple gadgets and have made at least one purchase in the past five years. The data analysis used is multiple linear regression analysis. The results of this study indicate that Brand Image and Brand Trust simultaneously have a positive and significant effect on Repurchase Decision. Partially, Brand Image and Brand Trust have a positive and significant effect on Repurchase Decision among students of the Faculty of Economics And Business Universitas Sumatera Utara. And based on the coefficient of determination, the independent variable is able to influence the dependent variable by 63,3%.