Building Brand Trust Through Labeling and Personal Selling: Its Implications on DSS Coil Purchase Decisions

Dimas Jayamahe Susanto ()
Additional contact information
Dimas Jayamahe Susanto: Universitas Sarjanawiyata Tamansiswa

A chapter in Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), 2026, pp 1090-1101 from Springer

Abstract: Abstract The Influence of Labeling and Personal Selling on Consumer Purchase Decisions for E-Cigarettes: A Case Study of DSS Coil Mediated by Brand Trust. This study aims to examine the role of Labeling and Personal Selling in influencing Purchase Decisions within the context of a new e-cigarette brand DSS Coil, and to specifically analyze the mediating role of Brand Trust. This research addresses a gap in the literature regarding the driving factors of purchasing behavior in the Indonesian vaping industry. The study employed a quantitative research methodology. Data collected via an online questionnaire from 105 consumers of DSS Coil selected through purposive sampling. The data were analyzed using SPSS multiple linear regression to test both direct and indirect relationships between the variables. All research instruments were confirmed to be both valid and reliable. The results of the regression analysis demonstrated that both Labeling and Brand Trust have a positive and highly significant influence on Purchase Decisions. Furthermore, Labeling emerged as the dominant independent variable in shaping Brand Trust. Conversely, Personal Selling was found to have no significant effect on either Purchase Decisions or Brand Trust, suggesting the ineffectiveness of face to face interaction in this specific market context.

Keywords: Labeling; Personal Selling; Brand Trust; Purchase Decision (search for similar items in EconPapers)
Date: 2026
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6239-626-5_79

Ordering information: This item can be ordered from
http://www.springer.com/9789462396265

DOI: 10.2991/978-94-6239-626-5_79

Access Statistics for this chapter

More chapters in Advances in Economics, Business and Management Research from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().