The Influence of Price, Consumer Trust, Brand Equity and Product Quality on Purchase Decisions at Toko Cahaya Ria Elektronik Rantauprapat
DOI:
https://doi.org/10.55927/marcopolo.v4i7.51Keywords:
Price, Consumer Trust, Brand Equity, Product Quality, Purchase DecisionAbstract
Competition in the electronic retail sector encourages the need to understand the reasons why consumers make purchases. Against this background, the research at Toko Cahaya Ria Elektronik Rantauprapat examined the role of four factors, namely price, consumer trust, brand equity, and product quality. A total of 96 consumers were involved in the quantitative research. Data were processed with IBM SPSS through a multiple linear regression model. The analysis included classical assumption checking, partial testing with the t statistic, simultaneous testing with the F statistic, and determination coefficient assessment. All factors showed a positive influence on the partial test. The price obtained a β of 0.404 with p < 0.001; on consumer confidence, β reached 0.274 with p = 0.001. Furthermore, brand equity produced a β of 0.183 and p = 0.014, while product quality had a β of 0.257 and p = 0.001. The influence of the four factors simultaneously was also significant, as shown by F of 32.853 at p < 0.001. The model's ability to explain the variation in purchase decisions reached 59.1%, with R² of 0.591. The other 40.9% of the variation was related to factors beyond the scope of the model. These results show the importance of the four factors in consumer purchase considerations. Electronic retail managers can use these findings as a basis for developing pricing policies, maintaining customer trust, developing brand equity, and maintaining product quality.
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