Pengaruh Marketing MIX dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Pada Toko Nurbiana Shop di Kota Palopo

Abstract

This study aims to determine the influence of the marketing mix and consumer trust
on purchasing decisions. This study was conducted to determine (1) the influence of the marketing
mix and consumer trust on purchasing decisions, (2) the influence of the marketing mix on
purchasing decisions, and (3) the influence of consumer trust on purchasing decisions. The
population in this study consists of all consumers who made purchases at Nurbiana Shop, with a
sample size of 30 respondents. The data collection techniques used in this study are observation,
interviews, and questionnaires. These three techniques were chosen by the researcher because they
are considered more effective for observing the phenomenon under study. The data analysis
technique used was multiple linear regression analysis. The results of the study indicate that,
simultaneously, the marketing mix and consumer trust significantly influence purchasing decisions.
Partially, the marketing mix and consumer trust also significantly influence purchasing decisions at
Nurbiana Shop.