<![CDATA[Industri otomotif mobil berkembang sesuai perubahan kebutuhan dan preferensi konsumen. Mobil kini bukan hanya alat transportasi, tetapi juga gaya hidup serta status sosial. Penelitian ini dilakukan di PT Agung Automall Denpasar. Tujuan penelitian ini adalah menguji peran trust dalam memediasi pengaruh kualitas produk dan brand image terhadap keputusan pembelian mobil. Penelitian melibatkan konsumen yang membeli Toyota Avanza dalam lima tahun terakhir, menggunakan 100 sampel yang dipilih secara purposive sampling. Pengumpulan data dilakukan melalui kuesioner offline dan secara online menggunakan Google Form. Instrumen penelitian berupa kuesioner diukur dengan skala Likert 5 poin. Analisis data menggunakan SEM-PLS menunjukkan bahwa kualitas produk dan brand image berpengaruh positif signifikan terhadap trust dan keputusan pembelian, dengan trust memediasi sebagian pengaruh tersebut. Hasil ini mendukung penelitian terdahulu secara teoretis. Implikasi praktisnya, PT Agung Automall Denpasar harus fokus pada layanan pelanggan, kualitas produk, dan citra positif perusahaan. Perusahaan perlu meningkatkan layanan pelanggan, memastikan kualitas mobil yang dijual, dan mempromosikan citra positif. Penelitian selanjutnya dapat menambahkan variabel lain yang memengaruhi keputusan pembelian serta memperluas lingkup atau mengganti lokasi penelitian. The automotive industry is evolving in line with changes in consumer needs and preferences. Cars are now not only a means of transportation, but also a lifestyle and social status. This study was conducted at PT Agung Automall Denpasar. The purpose of this study was to examine the role of trust in mediating the influence of product quality and brand image on car purchasing decisions. The study involved consumers who purchased Toyota Avanza in the last five years, using 100 samples selected by purposive sampling. Data collection was carried out through offline questionnaires and online using Google Form. The research instrument in the form of a questionnaire was measured using a 5-point Likert scale. Data analysis using SEM-PLS showed that product quality and brand image had a significant positive effect on trust and purchasing decisions, with trust mediating some of the influence. These results support previous research theoretically. The practical implication is that PT Agung Automall Denpasar must focus on customer service, product quality, and positive company image. Companies need to improve customer service, ensure the quality of cars sold, and promote a positive image. Further research can add other variables that influence purchasing decisions and expand the scope or change the location of the study.]]>
Copyrights © 2025
