Authors :
Moehadi
Volume/Issue :
Volume 7 - 2022, Issue 12 - December
Google Scholar :
https://bit.ly/3IIfn9N
Scribd :
https://bit.ly/3WIotex
DOI :
https://doi.org/10.5281/zenodo.7502755
Abstract :
This study aims to determine the model of
purchasing decisions in the younger generation in
purchasing bottled water products, this is done because of
the need for ongoing research to explain models of
consumer behavior through measuring consumer
purchasing decisions. This research was conducted using a
quantitative descriptive analysis approach with a total
sample of 100 samples, data analysis was carried out in
several stages, namely data instrument analysis, classical
assumption detection, hypothesis testing and R-Square
determination test to find out how much influence the
overall variables used in representing buying decision.
The results of the study found that brand image had
no significant effect on purchasing decisions, promotion
and trust had a significant and positive effect on
purchasing decisions, service quality had a significant and
negative effect on purchasing decisions. The results of this
study can contribute to economics as a literature study on
purchasing decision models for the younger generation.
Keywords :
Buying Decision; Brand Image; Promotion; Service Quality; Trust;
This study aims to determine the model of
purchasing decisions in the younger generation in
purchasing bottled water products, this is done because of
the need for ongoing research to explain models of
consumer behavior through measuring consumer
purchasing decisions. This research was conducted using a
quantitative descriptive analysis approach with a total
sample of 100 samples, data analysis was carried out in
several stages, namely data instrument analysis, classical
assumption detection, hypothesis testing and R-Square
determination test to find out how much influence the
overall variables used in representing buying decision.
The results of the study found that brand image had
no significant effect on purchasing decisions, promotion
and trust had a significant and positive effect on
purchasing decisions, service quality had a significant and
negative effect on purchasing decisions. The results of this
study can contribute to economics as a literature study on
purchasing decision models for the younger generation.
Keywords :
Buying Decision; Brand Image; Promotion; Service Quality; Trust;
