ESENSI: Jurnal Manajemen Bisnis
Vol 26 No 2 (2023): ESENSI: Jurnal Manajemen Bisnis

PENGARUH IKLAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN VITACIMIN MELALUI BRAND TRUST

Caterine, Caterine (Unknown)
Tuti, Meylani (Unknown)

Article Info

Publish Date
15 Aug 2023

Abstract

The goal of this study was to ascertain how advertising and price perceptions affected consumers' decisions to buy Vitacimin. Statistically descriptive methods are used in the investigation. Using a purposive selection technique, 150 Vitacimin consumers were selected as the study's population. The SmartPLS 3 application was used to do data analysis using SEM. According to the study's findings, advertising and perceived price have a favorable and significant impact on consumer brand trust and purchasing behavior. Buying decisions are directly influenced by brand trust.

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Journal Info
ESENSI: Jurnal Manajemen Bisnis
Website

Abbrev

ESENSI

Publisher

Institut Bisnis Nusantara

Subject

Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Languange, Linguistic, Communication & Media Social Sciences

Description

JURNAL ESENSI adalah jurnal berkala yang diterbitkan oleh Lembaga Penelitian dan Pengembangan Manajemen Institut Bisnis Nusantara, dengan tujuan menyebarluaskan informasi tentang perkembangan ilmiah dalam lingkup Ekonomi, Akuntansi, Manajemen, Komunikasi, Komputer, dan Bahasa ...