Pengaruh Kepercayaan Merek dan Promosi Terhadap Keputusan Pembelian Pelanggan pada Restoran Sederhana di Harbout Bay Batam

Pengaruh Kepercayaan Merek dan Promosi Terhadap Keputusan Pembelian Pelanggan pada Restoran Sederhana di Harbout Bay Batam

brand trust, promotion, buying decision

This study aimed to understand and analyze the influence of brand trust and promotion towards customer buying decision at ‘Sederhana Restaurant at Harbour Bay Batam. Brand trust is a set of thinking or other perception measurement to be computed for obtaining confidence level of acceptance product or services. Promotion is the
communication way to assure potential consumer about services and goods. In this study, brand trust and promotion expected to affect customer’s buying decision. In this context, buying decision is a final action after selecting and concluding what the next to do based on the information gathered. In this study, the sampling method used were
purposive sampling method and the data were collecting using survey. The size for sample was 100 respondents, and final analysis were used multiple regression. The result of this study showed that brand trust has significant influence to the buying decision. Furthermore, Promotion has significant influence to the buying decision. Based
on the regression test, brand trust and promotion had simultaneously affected to influence buying decision.

Agung Arif Gunawan, Agung Edy Wibowo

https://jurnal.stieww.ac.id/index.php/jrm/issue/view/34

STIE Widya Wiwaha

Januari 2022

Sri Wahyuni

Online ISSN : 2624-492X
Print ISSN : 2355-9381

PDF

Indonesian

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Jurnal Riset Manajemen STIE Widya Wiwaha 2022