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All Journal MANAJEMEN
Rossana Sapta Kusumah
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Computer Science & IT Economics, Econometrics & Finance Other

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Pengaruh Lokasi dan Kepercayaan Terhadap Keputusan Pembelian Herbal Chicken Ciawi Rossana Sapta Kusumah; Suci Rahmawati; Agung Darmawan; Siti Nadya Safira; Muhamad Nauval Ardani; Firmansyah Firmansyah
MANAJEMEN Vol. 5 No. 2 (2025): Oktober : MANAJEMEN (Jurnal Ilmiah Manajemen dan Kewirausahaan)
Publisher : LPPM Politeknik Pratama

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51903/6ywnf241

Abstract

This study aims to analyze the influence of location and trust on purchasing decisions for Herbal Chicken Ciawi products. The method used is a quantitative approach with a descriptive-explanatory design. The research sample consisted of 57 respondents selected through purposive sampling, and the data were analyzed using multiple linear regression. The results show that trust has a significant effect on purchasing decisions, while location has no significant effect. However, both variables simultaneously have a significant influence. These findings confirm that consumer trust is more dominant than location in influencing purchasing decisions. The practical implication of this study is that business owners need to focus on building trust by improving service quality, ensuring product consistency, and strengthening brand image.
Co-Authors Agung Darmawan Firmansyah Firmansyah Muhamad Nauval Ardani Siti Nadya Safira Suci Rahmawati