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

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

Authors
Dimas Jayamahe Susanto1, *
1Universitas Sarjanawiyata Tamansiswa, Yogyakarta, Indonesia
*Corresponding author. Email: dimasjayamahe@gmail.com
Corresponding Author
Dimas Jayamahe Susanto
Available Online 15 April 2026.
DOI
10.2991/978-94-6239-626-5_79How to use a DOI?
Keywords
Labeling; Personal Selling; Brand Trust; Purchase Decision
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.

Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
Series
Advances in Economics, Business and Management Research
Publication Date
15 April 2026
ISBN
978-94-6239-626-5
ISSN
2352-5428
DOI
10.2991/978-94-6239-626-5_79How to use a DOI?
Copyright
© 2026 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dimas Jayamahe Susanto
PY  - 2026
DA  - 2026/04/15
TI  - Building Brand Trust Through Labeling and Personal Selling: Its Implications on DSS Coil Purchase Decisions
BT  - Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)
PB  - Atlantis Press
SP  - 1090
EP  - 1101
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-626-5_79
DO  - 10.2991/978-94-6239-626-5_79
ID  - Susanto2026
ER  -