Pengaruh Marketing Mix Dan Brand Trust Terhadap Keputusan Pembelian Produk Dupa

Studi Kasus Pada UKM Padma Dupa Wangi Di Desa Jagapati, Abiansemal, Badung

Abstract

Micro, Small and Medium Enterprises (MSMEs) in Bali are currently growing rapidly, especially incense producer MSMEs, one of which is UKM Padma Dupa Wangi. The purpose of this study was to determine the partial and simultaneous effect of marketing mix and brand trust on the decision to purchase incense products at UKM Padma Dupa Wangi in Jagapati Village, Abiansemal, Badung. The population in this study were all consumers of the Padma Dupa Wangi UKM in 2019 as many as 891 people. The method of determining the sample using the Slovin formula in order to get 90 people as the sample. After the instrument test and classical assumption test were carried out, data analysis was carried out using multiple linear regression analysis, determination, t test, and F test. The results of the analysis showed that the marketing mix had a positive and significant effect on purchasing decisions. Brand trust has a positive and significant effect on purchasing decisions. Marketing mix and brand trust simultaneously have a positive and significant effect on purchasing decisions at Padma Dupa Wangi UKM in Jagapati Village, Abiansemal, Badung.