https://journal.nurscienceinstitute.id/index.php/jmdb <p style="text-align: justify;"><strong data-start="171" data-end="217">Journal of Management and Digital Business</strong> [ISSN <a href="https://issn.brin.go.id/terbit/detail/20210614181024731" target="_blank" rel="noopener"><strong>2797-9555</strong></a>] is a peer-reviewed journal that publishes conceptual and empirical research in the fields of management and business. The journal covers a wide range of topics, including organizational behavior, leadership, human resource management, innovation, information technology, operations and supply chain management, marketing, strategic management, entrepreneurship, green business, banking, healthcare and hospital management, and digital business. The journal aims to contribute to academic discourse and practical advancements in both conventional and digital management contexts. Manuscripts must be original, unpublished, and written in clear <strong>English</strong> or <strong>Bahasa Indonesia</strong>. The journal accepts submissions in both languages and recommends language checking prior to submission.</p> Nur Science Institute en-US Journal of Management and Digital Business 2797-9555 <p style="text-align: justify;">Authors who publish with this journal agree to the following terms:</p> <p style="text-align: justify;">The author(s) retain copyright and grant the journal the right of first publication with the work simultaneously licensed under a <a href="https://creativecommons.org/licenses/by-sa/4.0/">CC BY-SA 4.0</a> license that allows others to remix, adapt, and build upon the work even for commercial purposes, as long as they credit the author(s) and license their new creations under the identical terms.</p> <p style="text-align: left;">License details: <a href="https://creativecommons.org/licenses/by-sa/4.0/">https://creativecommons.org/licenses/by-sa/4.0/</a></p> https://journal.nurscienceinstitute.id/index.php/jmdb/article/view/1881 <p>This research aims to test the influence of price, brand trust, and brand image on the decision to purchase Good Day coffee products in Jepara Regency. The sampling method employs purposive sampling, involving a total of 117 respondents who have both consumed and purchased Good Day coffee. Data collection is done through Google and analyzed using SmartPLS 3.0 software. Research results indicate that price variables and brand image have a positive and significant impact on purchasing decisions, suggesting that consumers consider both affordable price factors and positive brand perceptions when making purchasing decisions. Meanwhile, the brand trust variable does not have a significant effect on purchasing decisions. This result suggests that although consumers may trust the brand, their trust is not strong enough to influence their decision to buy Good Day coffee products, indicating that rational factors, such as price and brand image, are more dominant in consumer decision-making.</p> Tita Amalia Putri Nurul Huda Copyright (c) 2025 Tita Amalia Putri, Nurul Huda https://creativecommons.org/licenses/by-sa/4.0 2025-10-02 2025-10-02 5 3 727 743 10.53088/jmdb.v5i3.1881