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All Journal Journal of Artificial Intelligence and Digital Business
Nainggolan, Gloria Angelina Vanessa
Unknown Affiliation
Computer Science & IT Economics, Econometrics & Finance Electrical & Electronics Engineering Engineering

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Pengaruh Kepercayaan Merek, Kualitas dan Harga terhadap Keputusan Pembelian Produk Face Wash Wardah Kel. Babura Medan Sunggal Nainggolan, Gloria Angelina Vanessa; Tarigan, Eka Dewi Setia
RIGGS: Journal of Artificial Intelligence and Digital Business Vol. 4 No. 3 (2025): Agustus - October
Publisher : Prodi Bisnis Digital Universitas Pahlawan Tuanku Tambusai

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31004/riggs.v4i3.2428

Abstract

This study analyzes the influence of brand trust, product quality, and price on the purchasing decision of Wardah Face Wash in Babura Sub-district, Medan Sunggal. The research is based on the low Top Brand Index of the product (6.90%), despite Wardah being a leading local brand. Using a quantitative approach and 100 respondents, the data were analyzed through multiple linear regression. The results show that brand trust and product quality have a significant partial effect on purchasing decisions, while price does not. Simultaneously, all three variables have a significant effect, contributing 27.8% to purchasing decisions. The study recommends that Wardah strengthen its brand trust and product quality as key strategies, particularly in Muslim-majority urban areas like Medan Sunggal.
Co-Authors Eka Dewi Setia Tarigan, Eka Dewi Setia