PENGARUH KEPERCAYAAN MEREK DAN TESTIMONI DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE GACOAN CABANG KOTA PALEMBANG

ANDRAREVA, MUHAMMAD RIFKY and Iisnawati, Iisnawati (2025) PENGARUH KEPERCAYAAN MEREK DAN TESTIMONI DI MEDIA SOSIAL TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN MIE GACOAN CABANG KOTA PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

The advancement of time and globalization forces culinary entrepreneurs to create various unique and innovative food and beverage products, one of which is the noodle product Mie Gacoan, which is already well-known in the community. The incident involving Mie Gacoan can lower consumer perception of the quality provided. The aim of this research is to test and analyze how brand trust and testimonials influence consumer purchasing decisions at the Mie Gacoan food outlet, Palembang city branch. This research uses quantitative research methods with primary data sources. The data collection technique uses a non-probability sampling technique, namely purposive sampling. The sample used in this research was 100 respondents. Data collection in this research was by distributing questionnaires using an online questionnaire (google form). The data analysis technique uses multiple linear regression analysis and SPSS 30. The results of this research show that brand trust and testimonials have a positive and significant effect on purchasing decisions both partially and simultaneously.

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Kepercayaan Merek, Testimoni, Keputusan Pembelian
Subjects:	H Social Sciences > HF Commerce > HF5437-5444 Purchasing. Selling. Sales personnel. Sales executives
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Muhammad Rifky Andrareva
Date Deposited:	22 Jan 2025 03:32
Last Modified:	22 Jan 2025 03:32
URI:	http://repository.unsri.ac.id/id/eprint/166090

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