ANALISIS FAKTOR-FAKTOR YANG MEMPENGARUHI KEPUTUSAN PEMBELIAN KONSUMEN PADA BUTIK INES THE JILBAB

Abstrak

This study aims to analyze the effects of fashion trends, brand awareness, and brand trust on purchasing decisions. The method used is a quantitative approach with primary and secondary data. The sampling technique applied is probability sampling using Slovin's formula, resulting in 100 respondents. Data were collected through questionnaires and analyzed using multiple linear regression with SPSS version 27. The results show that fashion trends, brand awareness, and brand trust have a positive and significant influence both partially and simultaneously on consumers' purchasing decisions. The implications of this study highlight the importance for business actors to keep up with fashion trends, build brand awareness, and increase brand trust in order to win market competition. This research is expected to contribute to the development of marketing science and serve as a reference for business practitioners in formulating effective and appropriate marketing strategies

Kata kunci

• Brand Awareness
• Brand Trust
• Consumer Purchase Decision
• Trend Fashion