Pengaruh Reputasi Produk dan Kepercayaan Konsumen terhadap Minat Beli Wardah Kosmetik Studi Pada Masyarakat Kota Padang
Keywords:
Product Reputation, Consumer Trust and Buying InterestAbstract
Purpose of this study was to determine how the influence of product reputation and consumer confidence in buying interest in the people of the city of Padang. This research is a quantitative descriptive study, the data used in this study is primary data collected from 96 respondents in the Padang city community. The method used is accidental sampling, where anyone who is present at the time of conducting the research is used as a research sample. The data collection technique used is a questionnaire. The results of data analysis seen from the test results partially, simultaneously and coefficient of determination. Partially, the significant value of Product Reputation (XI) on Purchase Intention (Y) is (sig = 0.000 <0.05) and the t value of Product Reputation (XI) 12.838 > 1.661 t table can be concluded that product reputation has a positive and significant effect on wardah buying interest cosmetics in the people of the city of Padang. The value of consumer confidence (X2) on the buying interest of wardah wardah cosmetics in the people of the city of Padang (Y) is (sig=0.001<0.005) and the t-count value of consumer confidence (X2) is 3.391> 1.661. interest in buying cosmetic wardah in the people of the city of Padang. Simultaneous test results, the significant value for the effect of XI and X2 on Y is (0.000 < 0.005), the F count is 89.610 and the F table is 3.09 (fcount > ftable). This means that the variable of product reputation and consumer trust have a simultaneous or joint effect on the interest in buying cosmetic wardah in the people of the city of Padang. Then the coefficient of determination is 0.651 (65.1%) while the remaining 34.9% is influenced by other variables.
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