PENGARUH CITRA MEREK DAN LOKASI DALAM MENENTUKANKEPUTUSAN PEMBELIAN PADA TOKO HW BAKERY SITUBONDODENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING

yuni, riantika and muhammad, yahya arief and randika, fandiyanto (2022) PENGARUH CITRA MEREK DAN LOKASI DALAM MENENTUKANKEPUTUSAN PEMBELIAN PADA TOKO HW BAKERY SITUBONDODENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING. PENGARUH CITRA MEREK DAN LOKASI DALAM MENENTUKANKEPUTUSAN PEMBELIAN PADA TOKO HW BAKERY SITUBONDODENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING, 1 (9). ISSN 2964-8750

	Text 14. PENGARUH CITRA MEREK DAN LOKASI DALAM MENENTUKANKEPUTUSAN PEMBELIAN PADA TOKO HW BAKERY SITUBONDODENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING.pdf Download (468kB)
	Text 14. turnitin PENGARUH CITRA MEREK DAN LOKASI DALAM MENENTUKANKEPUTUSAN PEMBELIAN PADA TOKO HW BAKERY SITUBONDODENGAN KEPERCAYAAN KONSUMEN SEBAGAI VARIABEL INTERVENING.pdf Download (699kB)

Official URL: https://unars.ac.id/ojs/index.php/jme/article/view...

Abstract

HW bakery Situbondo shop is a business engaged in the food business. Until now, HW bakery Situbondo continues to grow. The purpose of this study was to analyze and test the effect of Brand Image and Location in determining Purchase Decisions at the HW Bakery Situbondo Store with Consumer Trust as an Intervening Variable. This research is an explanatory research. The population in this study was HW Bakery Situbondo. The sampling technique was determined by quata sampling. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM). The results of the direct influence hypothesis test using the Smart PLS 3.0 application, show that Brand Image has a significant effect on consumer trust, Location has a significant effect on consumer trust, Brand Image has a negative but not significant effect on purchasing decisions Location has a significant effect on purchasing decisions, consumer trust has a significant effect on Buyer's decision. The results of the indirect effect hypothesis test show that the Brand Image variable has a significant effect on Purchase Decisions through Consumer Trust, Location has a significant effect on Purchase Decisions through Consumer Trust, Keywords: Brand Image, Location, Consumer Confidence Purchase Decisio.

Item Type:	Article
Subjects:	H Social Sciences > HC Economic History and Conditions
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Randika Fandiyanto UNARS
Date Deposited:	05 Dec 2022 07:04
Last Modified:	05 Dec 2022 07:04
URI:	http://repository.unars.ac.id/id/eprint/382

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