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Pengaruh Product Quality dan Product Packaging terhadap Purchase Decision Melalui Brand Trust pada Produk Kosmetik Make Over (studi Kasus pada Perempuan Gen Z di Kota Pekanbaru)

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This research aims to find out how much influence product quality and product packaging have on purchase decisions through brand trust in make over cosmetic products in Pekanbaru City. This research consists of two independent variables, namely product quality and product packaging and one dependent variable, namely purchase decision and brand trust 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 Gen Z women who use cosmetic make over products in Pekanbaru City. The research results obtained based on the Partial Test (t Test) showed: a) there is a significant influence of product quality on brand trust, b) there is a significant influence of product packaging on brand trust, c) there is no significant influence of product quality on purchase decisions, d) no there is a significant influence of product packaging on purchase decisions, e) there is a significant influence of brand trust on purchase decisions, f) brand trust can mediate the influence of product quality on purchase decisions, g) brand trust can mediate the influence of product packaging on purchase decisions.

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Detail Information

Call Number

Manajemen 658.834 Del p

Language

Indonesia

NPM

205210342

Publisher

Manajemen : Universitas Islam Riau., 2024

Keyword(s)

Purchase Decision
Product Quality
Product Packaging
Brand Trust

Other Information

Petugas

Uthi Kurnia

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