PENGARUH TRUST COSTUMER TERHADAP KEPUTUSAN PEMBELIAN PADA UMKM GO CHICKEN DI KARAWANG

Abstract

The influence of Customer Trust on purchasing decisions is research conducted at Go Chicken MSMEs in Karawang. This research uses a quantitative approach, using a survey method involving 100 randomly selected respondents. Data was collected through a questionnaire with a 5 point Likert scale which includes indicators of satisfaction, loyalty and purchase frequency. PLS SEM data was analyzed using statistical software such as validity, reliability, descriptive analysis, Pearson correlation analysis, and simple linear regression. The research results show that customer trust influences purchasing decisions significantly and positively. All statements are tested for validity. convergently, although it is not discriminantly valid based on the AVE parameter. According to the reliability test, each variable tested meets reliability standards and has a Cronbach's Alpha value and the composite reliability value obtained is greater than 0.70. With an R Square value of 0.746, the customer trust variable has the ability to explain 74.6% of the variables that contribute to purchasing decisions.

Keywords: Buyer Decision, Purchasing Decisions, Trust Costumer