Muhammad Arif Firdaus, 2110412310072, 2025. The Influence of Brand

Image and Brand Trust on Purchase Decisions on the Shopee Marketplace in

Banjarmasin, under the supervision of Fitriyadi.

This study was conducted to identify and examine the partial and

simultaneous effects of Brand Image and Brand Trust variables on purchase

decisions on the Shopee marketplace in Banjarmasin.

This research employed a quantitative approach, with the research location

in Banjarmasin. A sample of 100 respondents who had previously purchased

products on the Shopee marketplace was randomly selected using the accidental

sampling technique. Data analysis was conducted using multiple linear regression

with the assistance of IBM SPSS Statistics Version 26.

The results of this study indicate that Brand Image has a significant partial

effect on purchase decisions on the Shopee marketplace in Banjarmasin. Brand

Trust also has a significant partial effect on purchase decisions on the Shopee

marketplace in Banjarmasin. Furthermore, Brand Image and Brand Trust

simultaneously have a significant effect on purchase decisions on the Shopee

marketplace in Banjarmasin.

Keywords: Brand Image, Brand Trust, Purchase Decision.