Pengaruh Kepercayaan Merek, Periklanan, Dan Kualitas Produk Terhadap Keputusan Pembelian Produk Minuman Isotonik Mizone Di Kota Palu

Abstract

The aim of the research is to analyze the influence of brand trust (X1), advertising (X2), and product quality (X3) on purchase decision (Y) both simultaneously and partially. Research method is descriptive causal with a sample size of 115 respondents who are selected using purposive sampling technique. The results of the study show that: 1) brand trust, advertising, and product quality simultaneously have positive and significant influence on purchase decision of customer of Mizone isotonic drink in Palu; 2) brand trust has positive and significant influence on purchase decision of customer of Mizone isotonic drink in Palu; 3) advertising has positive and significant influence on purchase decision of customer of Mizone isotonic drink in Palu; 4) product quality has positive and significant influence on purchase decision of customer of Mizone isotonic drink in Palu. Tujuan penelitian ini adalah untuk menganalisis pengaruh Kepercayaan Merek (X1), Periklanan (X2), dan Kualitas Produk (X3) terhadap Keputusan Pembelian (Y). Metode penelitian yang digunakan adalah metode deskriptif kausal dengan jumlah sampel 115 orang dengan teknik purposive sampling. Hasil penelitian menunjukkan bahwa: 1). Variabel kepercayaan merek, variable periklanan, dan variable kualitas produk secara simultan berpengaruh positif dan signifikan terhadap variable keputusan pembelian produk minuman Isotonik Mizone pada masyarakat di Kota Palu; 2). Variabel kepercayaan merek secara parsial berpengaruh positif dan signifikan terhadap variable keputusan pembelian produk minuman Isotonik Mizone pada masyarakat di Kota Palu; 3). Variabel periklanan secara parsial berpengaruh positif dan signifikan terhadap variabel keputusan pembelian produk minuman Isotonik pada masyarakat di Kota Palu; dan 4). Variabel kualitas produk secara parsial berpengaruh positif dan signifikan terhadap variabel keputusan pembelian produk minuman Isotonik pada masyarakat di Kota Palu

The Effect of Promotion, Store Atmosphere and Service Quality on Purchase Decision: The Covid-19 Pandemic

“…The more often a product or service is advertised through various media, the more it will be recognized by consumers, thus enabling consumers to make purchases. This is in accordance with the results of research by Fauzan, et al (2015) and Setiawan and Rabuani (2019) which states that advertising has an effect on purchasing decisions. Based on this description, the following hypotheses can be made: H1: Promotion has a positive effect on Purchase Decisions.…”

“…The expectations of these consumers are based on word of mouth information, personal needs, past experiences, and external communication because they have made previous product purchases. This is in accordance with the research results of Fauzan, et al (2015), Taufik (2015), Pahruddin and Yuniati (2016), Ayuniah (2017), Rahmawati, et al (2017), Warahma andMudiantono (2017), Fikri andMulazid (2018) , Setiawan and Rabuani (2019) and Welsa and Khoironi (2019) which stated that service quality had an effect on purchasing decisions. Based on this description, the following hypotheses can be made: H3: Service quality has a positive effect on purchase decision…”

“…Purchase decisions are consumer decisions regarding preferences for brands in the choice set (Kotler and Kler, 2014). According to Fauzan, et al (2015) and Rahmawati, et al (2017), the factors that influence purchasing decisions are promotion, store atmosphere and service quality.…”

Green Marketing and Brand Image: Strengthen Consumers’ Purchase Decisions Through Brand Trust on Mineral Water Aqua Consumers in Pekanbaru City

“…Based on other research conducted (Syamsuddinnor et al, 2021) brand trust affected a partially positive and significant effect on purchase decisions for Cleo Bottled Drinking Water in North Banjarmasin and West Banjarmasin. Brand trust has a positive and significant influence on purchase decisions (Fauzan et al, 2015). H5: Green Marketing has effect on Purchase Decisions through Brand Trust as Moderating Variable on Mineral Water AQUA Consumers in Pekanbaru City.…”

Peran kepercayaan konsumen memediasi electronic word of mouth terhadap keputusan pembelian pada pengguna market place Lazada

“…Pratama dan Dwiarta (2017) menemukan penelitian serupa menemukan bahwa kepercayaan merek berpengaruh positif dan signifikan terhadap keputusan pembelian. Hal ini bertentangan dengan penelitian Nofiant (2014) yang menyatakan kepercayaan merek tidak berpengaruh terhadap keputusan pembelian. Hipotesis penelitian ini dapat disusun sebagai berikut: H3: Kepercayaan berpengaruh positif dan signifikan terhadap keputusan pembelian.…”