Pengaruh Persepsi Nilai Dan Kepercayaan Terhadap Keputusan Pembelian Yang Di Mediasi Oleh Minat Beli
DOI:
https://doi.org/10.33050/tmj.v8i1SP.2070Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi nilai, kepercayaan, dan minat beli terhadap keputusan pembelian. Penelitian ini juga menjadikan minat beli sebagai variabel mediasi. Jenis penelitian ini adalah kuantitatif dengan menggunakan metode purposive sampling pada 200 responden pembeli yang menggunakan sampo Head & Shoulders di Bukittinggi, Sumatra Barat. Metode yang digunakan untuk menganalisis yaitu Structural Equation Model (SEM-PLS). Temuan penelitian ini adalah persepsi nilai berpengaruh positif terhadap minat beli, kepercayaan berpengaruh positif terhadap minat beli, persepsi nilai berpengaruh positif terhadap keputusan pembelian, kepercayaan berpengaruh positif terhadap keputusan pembelian, minat beli berpengaruh positif terhadap keputusan pembelian, persepsi nilai dan kepercayaan yang dimediasi oleh variabel minat beli berpengaruh positif terhadap keputusan pembelian.
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