PENGARUH BRAND TRUST, ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE TERHADAP KEPUTUSAN PEMBELIAN HUFAGRIPP DI KOTA MADIUN

Abstract

This study aims to determine the effect of brand trust, E-WOM and brand image on consumer purchasing decisions of hufagripp syrup medicine. The type of research used in this study is a quantitative approach. In research using multiple linear regression techniques. Sampling using Non Probability Sampling technique. The sample used was 384 respondents. Based on the results of statistical tests, it shows that partially brand trust has a positive and significant effect on purchasing decisions, E-WOM has a positive and significant effect on purchasing decisions and brand image has a positive and significant effect on Hufagripp purchasing decisions in Madiun city