Consumer Trust Mediates Purchase Decisions Influenced by Design, Location, and Price
Abstract
This study aims to determine and analyze the effect of design, location, and price on consumer trust and purchasing decisions, as well as how consumer trust mediates the relationship between design, location, and price on purchasing decisions. This research is a quantitative study with an explanatory approach. The population in this study were prospective consumers who came to the housing exhibition at PT Neo Pudji Jaya, the sample was determined at 110 people and was taken by accidental sampling technique. Data analysis used the SEM (Structural Equation Modeling) model or Structural Equation Model with the warp PLS 5.0 program. The results of the study show that design and price have a significant effect on consumer trust, while location does not have a significant effect on consumer trust. Design and location have a significant effect on purchasing decisions, while price does not have a significant effect on purchasing decisions. Consumer trust has a significant effect on purchasing decisions. Design and price have a significant effect on purchasing decisions through consumer trust, while location does not have a significant effect on purchasing decisions through consumer trust.
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EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
