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Pengaruh Brand Equity dan Brand Trust Terhadap Purchase Decision Melalui Customer Satisfaction Pada Baju Branded di Kota Pekanbaru

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This research aims to find out how much influence brand equity and brand trust have on purchase decisions through customer satisfaction with branded clothes in Pekanbaru City. This research consists of two independent variables, namely brand equity and brand trust and one dependent variable, namely purchase decision and customer satisfaction as an intervening variable. The analysis method used is path analysis. The data collection method in this research is to use a questionnaire filled out by respondents, namely consumers who wear branded clothes in Pekanbaru City. The research results obtained based on the Partial Test (t Test) showed: a) there is a significant influence of brand equity on customer satisfaction, b) there is a significant influence of brand trust on customer satisfaction, c) there is no significant influence of brand equity on purchase decisions, d) no there is a significant influence of brand trust on purchase decisions, e) there is a significant influence of customer satisfaction on purchase decisions, f) customer satisfaction can mediate the influence of brand equity on purchase decisions, g) customer satisfaction can mediate the influence of brand trust on purchase decisions.

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Detail Information

Call Number

Manajemen 658.82 Riz p

Language

Indonesia

NPM

205210322

Publisher

Manajemen : Universitas Islam Riau., 2024

Keyword(s)

Purchase Decision
customer satisfaction
Brand Trust
Brand Equity

Other Information

Petugas

Uthi Kurnia

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