PENGARUH KUALITAS PRODUK DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN MELALUI TRUST DI USAHA RESTI PASTRY

Abstract

The aim of this study is to determine and analyze the effect of product quality and brand equity directly or inderectly on purchasing decision through trust at Resti Pastry.This research is a quantitative survey approach. The samplinh technique uses purposive sampling to decide 234 respondents. Data collection by accidental technique using questionnaire that has been tested its validity and reliability. Data were analyzed using Structural Equation Modeling (SEM) LISREL program. The results of this study show that product quality has significant effect on trust by t- value of 4,40, product quality has not significant effect on purchasing decision by t- value of 0,30. It is also brand equity has significant effect on trust by t- value of 2,50, brand equity has significant effect on purchasing decision by t- value of 8,13, while trust has significant effect on purchasing decision by t- value of 3,71. Additionally, there is an indirect effect between product quality on purchasing decision through trust by t- value of 3,05, there is an indirect effect between brand equity on purchasing decision through trust cost by t- value of 1.96.