PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SOMETHINC DI KOTA PALEMBANG

NATASYA, NESA and Iisnawati, Iisnawati (2024) PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SOMETHINC DI KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The beauty industry is currently one of the fastest growing industries with increasing competition due to the development of skincare products that affect consumer demand. Purchasing decisions play an important role for companies, because purchasing decisions participate in increasing profits on marketed goods. Brand trust is one factor that can influence purchasing decisions. A consumer's trust in a brand is very important in maintaining a good relationship with the company. However, currently there is a lot of fake news about skincare circulating on the market, this causes brand trust or consumer trust to decrease, and causes a decrease in the number of skincare product sales. Through these things, this study aims to determine how much influence brand trust has on purchasing decisions for Somethinc skincare products in Palembang City. This study uses a quantitative approach. The research sample consisted of 100 respondents with a purposive sampling method. The data analysis technique used was simple linear regression analysis, simultan test, and coefficient of determination. Based on the data analysis, the results of the study showed that brand trust (X) had a significant effect on purchasing decisions (Y).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Band Trust, Keputusan Pembelian
Subjects:	H Social Sciences > HB Economic Theory > HB3711-3840 Business cycles. Economic fluctuations
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Nesa Natasya
Date Deposited:	07 Nov 2024 04:47
Last Modified:	07 Nov 2024 04:47
URI:	http://repository.unsri.ac.id/id/eprint/159093

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