THE EFFECT OF PRICE PERCEPTION AND TRUST ON CANAKO RICE BOX PURCHASE DECISION THROUGH CUSTOMER SATISFACTION AS INTERVERNING VARIABLES

Anggita Rizki Defiani Hasibuan, Arlina Nurbaity Lubis, Parapat Gultom

Abstract


The purpose of this study was to determine the effect of perceived price and trust on purchasing decisions of
canako rice boxes through consumer satisfaction as an interverning variable. The method used in this study is a
quantitative method with associative properties. The data collection tools used in this study were observation,
questionnaires and interviews. The population in this study were canao rice box customers, the sample used was
115 people. Data analysis techniques used in this study using questionnaires, interviews and field observations.
The results in this study are price perceptions that have a positive effect on purchasing decisions. trust has an
effect on purchasing decisions. Price perception has a positive effect on consumer satisfaction. Trust has no
effect on consumer satisfaction. Price perceptions influence purchasing decisions through consumer satisfaction.
Trust has a positive and significant effect on purchasing decisions with consumer satisfaction.

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