PENGARUH TIPE KETERLIBATAN ENDURING KONSUMEN TERHADAP KEPERCAYAAN MEREK DAN DAMPAKNYA PADA KEPUTUSAN PEMBELIAN PRODUK SMARTPHONE

Abstract

ABSTRACT
This study aims to determine the extent to which the type of involvement of consumer
enduring on brand trust and its impact on the decision to purchase Samsung smartphone
products in Yogyakarta Special Region. The population of this study is Samsung smartphone
users in Yogyakarta Special Region by using the number of samples of 200 respondents.
Sampling using nonprobability sampling technique, while the technique of determining the
sample using purposive sampling. The data in the study will be taken using a questionnaire.
In this research, hypothesis test is done by using simple linear regression analysis, processed
by using SPSS 20.0 program, it is necessary to know the influence of independent variable to
dependent variable. Tests of parameter values generated will be done by using t-test and test
coefficient of determination (R²).
The results of this study indicate that the involvement of consumer enduring
significant effect on brand trust, brand trust effect on purchasing decisions. Brand trust has a
significant effect as an intervening variable between the variables of enduring consumer
engagement and purchasing decisions. This can be seen from the adjusted value of R2 on model
I = 0.037 smaller than the value of adjusted R2 on model II = 0.084.
Keywords: type of enduring engagement, brand trust, purchase decision.