PENGARUH KEPERCAYAAN MEREK, KEMUDAHAN PEMBELIAN DAN RISIKO TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Egi Radiansyah, Berlina Anisya Putri

Abstract


This study aims to analyze the influence of brand trust, convenience, and risk on purchasing decisions. It is a quantitative researchs conducted in Kalianda, Lampung Province, with the entire population of Mamypoko Diapers consumers as the target population. The research sample was selected using a simple random sampling method. Data were collected through the use of a validated and reliability-tested questionnaire. The results of the study indicate that all independent variables, namely brand trust, convenience, and risk, have a positive and significant impact on the dependent variable, which is purchasing decisions.


Keywords


Kepercayaan; Kenyamanan; Risiko; Keputusan Pembelian

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DOI: http://doi.org/10.25273/capital.v7i2.18199

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