THE INFLUENCE OF PRODUCT QUALITY AND BRAND TRUST ON PURCHASING DECISIONS FOR SEBLAK PREANGER JEMBER PRODUCTS

Abstract

The spicy culinary trend has become increasingly popular in recent years. Seblak Preanger is a business operating in the spicy culinary sector, under the auspices of CV. Sabay Cipta Rasa was founded by Reza Ramadhan on May 15 2017. The widespread culinary trend of seblak in Jember has created quite tight business competition, so appropriate marketing is needed to attract the attention of potential consumers. Product quality and brand trust are factors that influence purchasing decisions. The aim of this research is to determine the influence of product quality and brand trust on purchasing decisions, both partially and simultaneously. This type of research method uses explanatory research with a quantitative approach, with an unlimited population, using incidental sampling with a sample size of 160, with data collection through distributing questionnaires to respondents and the analysis method is multiple linear regression analysis. The results of this research indicate that there is a partial and simultaneous influence of product quality and trust variables which have a simultaneous influence on purchasing decisions for Seblak Preanger product.