The Influence of Product Composition Information and Brand Trust on Purchasing Decision Galih Abdul Fatah Maulani- Elpita Dinanti- Sintia Mustika- Nizar Alam Hamdani- Intan Permana
Fakultas Kewirausahaan Universitas Garut
Abstract
This study examines the influence of product composition information and brand trust on purchasing decisions. Popular food and beverage product brands in Indonesia are experiencing problems with a low percentage of market share. This condition will not change if there are no improvements to brand trust and product composition information. Product composition information for food and beverage that stimulate consumer purchasing decisions must be complete and correct. To obtain data on purchasing decisions in Indonesia, researchers used a descriptive quantitative method on 30 respondents who were met in person and virtually. The data collection process used a cross-sectional survey approach. The data collected were analyzed with multiple regression using SPSS software. Based on the data analysis results, product information composition has a partial effect on purchasing decisions. Furthermore, brand trust has a partial influence on purchasing decisions. Finally, product information composition has a simultaneous effect on purchasing decisions. The impact of brand trust on purchasing decisions is more significant than that of product information composition on purchasing decisions. Thus, efforts to increase brand trust to improve the condition of purchasing decisions are more vital. The limitation of this study is not testing the relationship between product information composition and brand trust
Keywords: Brand Trust- Purchasing Decision- Product Composition Information
Topic: Marketing Management, Relationship Marketing, Service Marketing
