Peran Kemudahan Memediasi Hubungan Brand Image, Brand Trust dengan Keputusan Studidi Overseas Training Center(OTC) Denpasar

The study aims to analyze and determine the effect of brand image and brand trust on study decisions through convenience at the Overseas Training Center (OTC) in Denpasar. The independent variables used are brand image and brand trust. The intervening variable is convenience, and the dependent variable is the study decision. The number of samples used was 90 using the saturated sample method. Data collection was done using a Likert scale questionnaire. The data analysis technique uses SEM-PLS. The results showed that brand image, brand trust, and convenience had a positive and significant effect on study decisions at the Overseas Training Centre (OTC) in Denpasar. Brand image and brand trust have an indirect effect on study decisions through convenience at the Overseas Training Centre (OTC) in Denpasar. Convenience plays a partial role in the influence of brand image and brand trust on study decisions at the Overseas Training Centre (OTC) in Denpasar.