Pengaruh Kepercayaan Konsumen Dan Kualitas Produk Terhadap Keputusan Pembelian Pelembab Wajah Skintific Di Bekasi
Abstract
Abstract.
Consumer purchasing decisions are influenced by various factors, among which consumer trust and
product quality were particularly prominent. Skintific is a well-known brand of facial moisturizer among the
residents of Bekasi; however, it faced intense competition in the skincare market. This study aimed to
examine the influence of consumer trust and product quality on the purchase decisions of Skintific facial
moisturizers in Bekasi. The research employed a quantitative method with an associative approach. The
sample comprised 150 respondents, selected through accidental sampling. Data were collected using
questionnaires and analyzed through multiple linear regression. The findings indicated that both consumer
trust and product quality had a positive and significant influence on purchase decisions, both partially
and simultaneously. In partial analysis, consumer trust contributed 27.2%, while product quality
contributed 49.6% to purchase decisions. Simultaneously, these two variables accounted for 76.8% of the
influence on purchase decisions, whereas the remaining 23.2% was attributed to other variables not
examined in this study.
Keywords: Consumer Trust, Product Quality, Purchase Decision
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