PENGARUH BRAND IMAGE, BRAND TRUST, DAN HARGA TERHADAP MINAT BELI KONSUMEN (STUDI KASUS MARKETPLACE INDONESIA DI JAWA BARAT PADA TAHUN 2023)

This research is a type of quantitative research using the survey method. The purpose of this study was to determine the effect of Brand Image, Brand Trust and Price on Consumer Purchase Intention (Case study of the Indonesian marketplace in West Java in 2023). The sample used in this study was 150 samples. The data analysis used in this study is multiple linear regression analysis, hypothesis testing, determinant coefficient test (R2) and classical assumption test which are processed through the help of the SPSS program which has previously been tested through validity and reliability tests. The results This study shows that the variables Brand Image, Brand Trust and Price have positive influence on consumer buying interest. This means that consumers' positive perceptions of positive consumer perceptions of Brand Image, Brand Trust owned by Marketplace Indonesia can increase the likelihood of consumers to choose these products, while Prices that are considered reasonable and in accordance with the quality and their needs can also influence their purchasing decisions.

Keywords: Brand Image, Brand Trust, Price