THE INFLUENCE OF WORD OF MOUTH AND BRAND TRUST ON PRODUCT PURCHASING DECISIONS

  • Muhammad Eri Tio STIE Widya Gama Lumajang
  • M. Taufik STIE Widya Gama Lumajang
  • Kasno Kasno STIE Widya Gama Lumajang
Keywords: Word of Mouth, Brand Trust, Purchase Decision

Abstract

This research was conducted to determine the effect of Word of Mouth and Brand Trust on Purchasing Decisions of Eiger product users in Lumajang Regency. This research is a quantitative research. The data obtained is primary data which is the result of respondents' answers to distributed questionnaires. Sampling was carried out through saturated samples (census), namely those who were used as respondents were users of Eiger products in Lumajang Regency. Samples taken were 90 users of Eiger products in Lumajang Regency. Data collection was carried out through observation, interviews and questionnaires. The data were analyzed using multiple linear regression analysis through the SPSS program. The results showed that the Word of Mouth Partially significant influence on purchasing decisions, while Brand Trust also has a partially significant influence on purchasing decisions. It can be seen that the significant value is below 0.05 and the t value (239.944)> t table (3.10). The results of this study also show that partially the Word of Mouth variable affects the purchasing decision process, the brand trust variable affects the purchasing decision process. In the determination test, there is an effect of 84.3% of the independent variables ( Word of Mouth and brand trust ) on the dependent variable (purchase decision). Meanwhile, 15.7% was influenced by other variables and was not included in this regression analysis, such as price, promotion, brand imagecelebrity endorser and others.

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Published
2020-09-26