PENGARUH KEPERCAYAAN MEREK TERHADAP KEPUTUSAN KONSUMEN MEMBELI PRODUK HANDPHONE VIVO DI KALANGAN MAHASISWA S1 UNIVERSITAS TADULAKO

Abstract

The purpose of this study is to know and analyze the influence of brand trust on purchasing decisions. The variables of this research are brand characteristics (X1), company characteristics (X2) and brand consumer characteristics (X3). While the dependent variable is Purchase Decision (Y). The research method used is descriptive method causal with the number of samples 88 people with purposive sampling techniques and methods of analysis, Multiple Linear Regression with the help of computer programs SPSS for windows, Release 25.0. The result of research shows that there is influence of brand trust consist of characteristic of brand, characteristic of company and characteristic of consumer brand to consumer decision to buy vivo handphone product among student of tadulako University S1 simultantly or partially.

Tujuan penelitian ini adalah untuk mengetahui dan menganalisis pengaruh kepercayaan merek terhadap keputusan pembelian. Variabel penelitian ini yaitu karakteristik merek (X₁), karakteristik perusahaan (X₂) dan karakteristik konsumen merek (X₃). Sedangkan variabel dependen yaitu Keputusan Pembelian (Y). Metode penelitian yang digunakan adalah metode deskriptif kausal dengan jumlah sampel 88 orang dengan teknik purposive sampling dan Metode analisis, Regresi Linear Berganda dengan bantuan program komputer SPSS for windows, Release 25.0. Hasil penelitian menunjukan bahwa terdapat pengaruh Kepercayaan merek terdiri dari Karakteristik merek, Karakteristik perusahaan dan Karakteristik konsumen merek terhadap keputusan konsumen membeli produk handphone vivo dikalangan mahasiswa S1 Universitas tadulako secara simultan maupun parsial.