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

In: Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)

Author

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  • Dimas Jayamahe Susanto

    (Universitas Sarjanawiyata Tamansiswa)

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.

Suggested Citation

  • Dimas Jayamahe Susanto, 2026. "Building Brand Trust Through Labeling and Personal Selling: Its Implications on DSS Coil Purchase Decisions," Advances in Economics, Business and Management Research, in: Syamsul Hadi & Riskin Hidayat & Ambar Lukitaningsih & Ong Lin Dar & Taufik Abd Hakim (ed.), Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), pages 1090-1101, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-626-5_79
    DOI: 10.2991/978-94-6239-626-5_79
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