Harga, Promosi, Kepercayaan, dan Keputusan Pembelian: Model Perilaku Konsumen pada Jasa Perjalanan

Abstract

This study was conducted to analyze the effect of price and promotion on trust and its impact on purchasing decisions at the Mutmainnah travel tanur. In this study, Price and Promotion variables were used as independent variables, trust as an intervening variable, and purchasing decisions as a dependent variable. Primary data collection used purposive sampling technique, which is a sampling technique with certain considerations totaling 360 people. The data analysis method used in this study is Partial Least Squares Structural Equation Modeling (PLS-SEM) with the help of SmartPLS software version 4.0. Based on the results of the research that has been done, it shows that price has been proven to influence purchasing decisions, trust has been proven to influence purchasing decisions, price has been proven to influence trust, trust is able to mediate price on purchasing decisions