PENGARUH IKLAN DAN PERSEPSI HARGA TERHADAP KEPUTUSAN PEMBELIAN VITACIMIN MELALUI BRAND TRUST

Caterine, Caterine
Tuti, Meylani

Jurnal Manajemen Bisnis
Vol. 26 Issue 2 (2023)

The goal of this study was to ascertain how advertising and price perceptions affected consumers' decisions to buy Vitacimin. Statistically descriptive methods are used in the investigation. Using a purposive selection technique, 150 Vitacimin consumers were selected as the study's population. The SmartPLS 3 application was used to do data analysis using SEM. According to the study's findings, advertising and perceived price have a favorable and significant impact on consumer brand trust and purchasing behavior. Buying decisions are directly influenced by brand trust.