THE INFLUENCE OF BRAND TRUST AND WORD OF MOUTH ON THE DECISION TO PURCHASE SHEREEN HIJAB IN BENGKULU CITY

Abstract

This study aims to determine the effect of brand trust and word of mouth on purchasing decision of Shereen Hijab in Bengkulu City. The population of this study was Shereen Hijab customers of Bengkulu city who purchase hijab Shereen. In this study, 90 respondents were taken as samples. The determination of the sample used a non-probability sampling technique, namely random sampling because sampling is based on chance. Namely, who coincidentally met the researcher can be used as a sample if it is considered that those who were found suitable as the data source. The analytical tools of the study were quantitative analysis (test validity and reliability), multiple regression analysis, classical assumption test (multicollinearity normality and heteroscedasticity, t-test, and coefficient of determination. The analysis results of the brand trust variable have a positive and significant effect on the purchase decision of Shereen Hijab. Similarly, word of mouth has a positive and significant effect on purchasing decisions of Shereen Hijab. Furthermore, brand trust and term of mouth simultaneously positively affect the purchasing decisions of Shereen Hijab in Bengkulu city.