Pengaruh Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen Pada Pasar Almahirah Lamdingin Banda Aceh
DOI:
https://doi.org/10.35870/jemsi.v9i4.1429Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh kepercayaan konsumen terhadap keputusan pembelian konsumen pada pasar Al Mahirah Lamdingin Banda Aceh. Populasi penelitian ini berjumlah 100 orang responden, dan metode penarikan sampel menggunakan metode non probability sampling dengan teknik penarikan sampel penelitian ini menggunakan convenience sampling sehingga yang menjadi sampel dalam penelitian ini sebanyak sebanyak 100 konsumen yang mengunjungi pasar Al Mahirah Lamdingin Banda Aceh. Sumber data dalam penelitian ini menggunakan data primer. Peralatan analisis data dalam penelitian ini menggunakan analisis regresi linier sederhana. Hasil penelitian menunjukkan bahwa hasil uji secara parsial dimana variabel kepercayaan konsumen berpengaruh signifikan terhadap keputusan pembelian konsumen pada pasar Al Mahirah Lamdingin Banda Aceh. Besarnya pengaruh kepercayaan konsumen terhadap keputusan pembelian konsumen pada pasar Al Mahirah Lamdingin Banda Aceh adalah sebesar 0,398 atau 39,8%. Selanjutnya dari nilai koefisien determinasi (R2) yang diperoleh sebesar 0,153 dapat menjelaskan bahwa peran variabel kepercayaan konsumen dalam mempengaruhi keputusan pembelian konsumen pada pasar Al Mahirah Lamdingin Banda Aceh adalah sebesar 0,153 (15,3%). Sementara selebihnya 0,847 (84,7%) dipengaruhi oleh variabel lainnya yang tidak dilibatkan dalam penelitian ini seperti kualitas pelayanan, sarana dan prasarana, harga, kenyamanan dan lain-lain.
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