PENGARUH HARGA, WORD OF MOUTH, DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK IMPLORA COSMETICS (STUDI PADA MAHASISWA STIESIA SURABAYA)

Abstract

This research aims to analyze and determine the influence of price, word of mouth and brand trust on purchasing decisions (study of STIESIA Surabaya students). The data used is primary data obtained directly from respondents by distributing questionnaires. The type of sample for this research is quantitative research with this research consisting of 96 people who are active students at STIESIA Surabaya. In this research, sampling was used using a purposive sampling method, namely sampling using certain considerations according to the required criteria. The consideration in question is that the sample or research respondents are active STIESA Surabaya students who have purchased or used any type of Implora Cosmetics product. The analysis technique used to test the hypothesis is multiple linear regression analysis with the help of the SPSS program. The results of this research show that price has a significant positive effect on purchasing decisions, word of mouth (WOM) has a significant positive effect on purchasing decisions and brand trust has a significant positive effect on purchasing decisions.