PENGARUH PERSEPSI KUALITAS PRODUK, KEPERCAYAAN DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN DI TOKO PARNASON JR KOTA BENGKULU

Abstract

This study aims to determine the effect of perceived product quality, trust and brand image on purchasing decisions at Parnason JR Stores. This type of research uses descriptive quantitative research methods. The population used in this study are consumers who make purchases at the Parnason JR store. The number of respondents in this study were 90 people. Methods of data collection using questionnaires and using analytical techniques using multiple linear regression analysis test and hypothesis testing, namely t test and f test. Based on the results of multiple linear regression, the regression equation form Y = 4.728 + 0.410 (X1) + 0.391 (X2) + 0.216 (X3) and the results of the t test and f test of this study can be concluded that the quality perception has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (3.878 > 1.987) and (sig = 0.00 < 0.050). This means that H_0 is rejected and H_a is accepted. Trust has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (5,899 > 1,987) and (sig = 0,00 < 0,050). This means that H_0 is rejected and H_a is accepted. Brand Image has a positive and significant effect on purchasing decisions, this is evidenced by the results of the t test showing the value of t_hit> t_table (2.224 > 1.987) and (sig = 0.029 < 0.050). This means that H_0 is rejected and H_a is accepted. Perception of Quality (X_1), Trust (X_2) and Brand Image (X_3) together have a positive and significant effect on Purchase Decision (Y) at Parnason JR Stores, this is evidenced by the F test showing the value of F_count>F_table, namely: (39.500 > 2.71) and (sig = 0.00 < 0.050). This means that H_0 is rejected and H_a is accepted.   Keywords : Product Quality Perception, Trust, Brand Image and Purchase Decision.