The Impact of Service Quality, Interactivity, Perceived Relevance, on Purchase Decisions Mediated by Brand Trust in Fast Food

Abstract

This study aims to analyze the impact of interactivity, entertainment, perceived relevance, and service quality on purchase intention mediated by brand trust in fast food restaurants in Batam. Data was collected through questionnaires with a total of 254 respondents who had purchased fast food in Batam. The data analysis method used is the Smart PLS application to test the direct and indirect relationships of the variables. The results showed that interactivity, entertainment, perceived relevance, and service quality have a significant relationship to purchase decision. But perceived relevance is not significant to purchase decisions, and entertainment is not significant to brand trust. This study confirms the importance of the influence of interactivity, entertainment, perceived relevance, and service quality on purchase decisions mediated by brand trust in fast food restaurants.