Pengaruh Brand Trust dan Brand Preference Terhadap Keputusan Pembelian Produk Indihome

  • Pande Ayu Sartika Dewi Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
  • Ni Luh Adisti Abiyoga Wulandari Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
  • Gusti Alit Suputra Prodi Manajemen, Fakultas Ekonomi, Bisnis dan Pariwisata, Universitas Hindu Indonesia
Keywords: Brand Trust, Brand Preference, Purchase Decisions

Abstract

The purpose of this study was to determine the effect of brand trust and brand preference on purchasing decisions and to determine the effect of brand trust and brand preference simultaneously on purchasing decisions. This research was conducted at the Plasa PT. Telekomunikasi Indonesia Teuku Umar Denpasar. The number of samples taken was 100 respondents. Data collection techniques are documentation, literature study, interviews, observations, and questionnaires. While the data analysis techniques are classical assumption test, multiple linear regression analysis, determination analysis, t test, and f test. The test results show that brand trust has a positive and significant effect on purchasing decisions for Indihome Products at PT. Telekomunikasi Indonesia, Denpasar Area. The test results show that brand preference has a positive and significant effect on purchasing decisions for Indihome Products at PT. Telekomunikasi Indonesia, Denpasar Area. The test results show that brand trust and brand preference have a positive and significant effect on purchasing decisions for Indihome Products at PT. Telekomunikasi Indonesia, Denpasar Area.

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Published
2021-11-01
How to Cite
Sartika Dewi, P., Abiyoga Wulandari, N. L. A., & Suputra, G. A. (2021). Pengaruh Brand Trust dan Brand Preference Terhadap Keputusan Pembelian Produk Indihome. Widya Amrita: Jurnal Manajemen, Kewirausahaan Dan Parwisata, 1(4), 1343-1356. https://doi.org/10.32795/widyaamrita.v1i4.1428