Jurnal Ilmiah Mahasiswa STKIP PGRI Sumbar

Nama / NPM Ernia Gustika Sari / 15090072
Program Studi Pendidikan Ekonomi
Pembimbing I Dina Amaluis
Pembimbing II Yola Malinda
Tahun 2020

Abstrak :

        This study aims to analyze the effect of Price, Brand Equity, Service Quality, Trust on the purchasing decision of D'Besto Branch of G Sport Center Gunung Pangilun Padang. The result showed that: (1) Price has a positive and significant effect on purchasing decisions because tcount 4,319> ttable 1,985. (2) brand equity has a positive and significant effect on purchasing decisions decisions because tcount 3,669> ttable 1,985. (3) service quality has a positive and significant effect on purchasing decisions because tcount 7,653> ttable 1,985. (4) trust has a positive and significanteffect on purchasing decisions because the value of t count 3.305> t table 1.985. (5) Price, brand equity, service quality and trust together have a significant effect on purchasing decision. That is 83.8% and the rest is influenced by other factor not included in this study. 

Keyword :

Buying Decision, Price, Brand Equity, Service Quality and Trust.

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