Skripsi

PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN SKINCARE SOMETHINC DI KOTA PALEMBANG

---

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).

---

Availability

Detail Information

Series Title

-

Call Number

T1590932024

Publisher

Indralaya : Prodi Manajemen, Fakultas Ekonomi Universitas Sriwijaya., 2024

Collation

xiv, 165 hlm.; ilus.; 29 cm

Language

Indonesia

ISBN/ISSN

-

Classification

658.834 07

Content Type

Text

Media Type

unmediated

Carrier Type

-

Edition

-

Subject(s)

Perilaku konsumen
Prodi Manajemen

Specific Detail Info

-

Statement of Responsibility

TUTI

Other version/related

File Attachment

Comments

---

You must be logged in to post a comment