Pengaruh Bauran Pemasaran dan Brand Trust Terhadap Keputusan Pembelian
DOI:
https://doi.org/10.32795/vol4wamrtno1th24Keywords:
Marketing Mix, Brand Trust, Purchase DecisionAbstract
This study aims to determine partially and simultaneously the marketing mix and brand trust on the purchasing decision of Wardah skin care products at PT. Paragon Technology & Innovation in Badung. The population in this study were all consumers of PT. Paragon Technology & Innovation in Badung. Determination of the sample according to Roscoe so that 100 consumers were used as samples with random sampling method. Data were analyzed by multiple linear regression analysis. The results of the analysis show that the marketing mix has a positive and significant effect on purchasing decisions. Brand trust has a positive and significant effect on purchasing decisions. The marketing mix and brand trust simultaneously have a positive and significant effect on purchasing decisions for Wardah skin care products at PT. Paragon Technology & Innovation in Badung.
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