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THE INFLUENCE OF BRAND EQUITY AND BRAND TRUST ON PURCHASING DECISIONS THROUGH COMPETITIVE ADVANTAGE OF EXOTIC BRAND CORN SEED PRODUCTS AT DUTA TANI STORE

This study aims to examine the influence of brand equity and brand trust on purchasing decisions with competitive advantage as a mediating variable for Exsotic brand sweet corn seed products at Duta Tani Store. The study is motivated by fluctuations in product sales over the past three years and th...

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Principais autores: Gede Yuda Mahendra, Ni Putu Widhia Rahayu
פורמט: Artigo
שפה:Inglês
יצא לאור: Universitas Nusa Cendana 2026-03-01
סדרה:Journal of Management Small and Medium Enterprises (SME's)
נושאים:
Brand Equity
Brand Trust
Competitive Advantage
Purchasing Decisions
גישה מקוונת:https://ejurnal.undana.ac.id/index.php/JEM/article/view/27338
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