Pengaruh In-Store Display Dan Brand Trust Terhadap Minat Beli Konsumen Produk Permen Xylitol Lotte

Abstract

Consumer purchase interest is the stage where consumers form their choices among several brands that are members of the choice set, then in the end make a purchase at an alternative they like best or the process that consumers go through to buy a good or service based on various considerations. The purpose of this study was to determine the effect of in-store displays and brand trust on consumer buying interest in Tiara Dewata for Xylitol Lotte candy products. This research was conducted at Tiara Dewata. The number of samples used is as many as 90 respondents who are consumers of Tiara Dewata, with the accidental sampling method. Data collection was carried out by observation, interviews, questionnaires and documentation. Based on the results of the analysis, it was found that the In-store display partially had a positive and significant effect on consumer buying interest in Xylitol Lotte candy products at Tiara Dewata. Partially, brand trust has a positive and significant effect on consumer buying interest in Xylitol Lotte candy products at Tiara Dewata. In-store display and brand trust simultaneously have a positive and significant effect on consumer buying interest in Xylitol Lotte candy products. The suggestion in this research is that Tiara Dewata's leadership should increase the innovation of product display compliance so that it can increase consumer buying interest.