PERAN SIKAP MEMEDIASI PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN

Abstrak

Consumer purchasing decisions are increasingly increasing because Bali is not only attractive in terms of culture, as a tourism area where many businesses in the food sector, such as restaurants, cafés & bars, have their own uniqueness, both main food and snacks. The purpose of this study was to analyze the role of attitudes to mediate the influence of brand trust on consumer purchasing decisions (Study on Nine-Eleven Café & Concept Store Bali). This research was conducted at Nine-Eleven Café & Concept Store Bali with Path Analysis data analysis techniques. The sample size obtained by using purposive sampling method as many as 110 respondents. Based on the results of the analysis it can be stated that brand trust has a positive and significant effect on consumer purchasing decisions at Nine-Eleven Café & Concept Store Bali. brand trust has a positive and significant effect on consumer attitudes at Nine-Eleven Café & Concept Store Bali. The attitude has a positive and significant effect on consumer purchasing decisions at Nine-Eleven Café & Concept Store Bali. The attitude mediating the positive influence of brand trust on consumer purchasing decisions at Nine-Eleven Café & Concept Store Bali.

Keywords: brand trust, attitude, consumer purchasing decisions