ARTICLE
TITLE

THE INFLUENCE OF CUSTOMERS INVOLVEMENT AND BRAND TRUST ON DECISIONS OF PURCHASE OF PRODUCTS THROUGH INTENTION TO BUY AS INTERVIENNING VARIABLE (STUDY ON EIWA INSTAGRAM ACCOUNT)

SUMMARY

Firms that want to survive have to compete more in formulating the strategy of offering and selling the company's products, and advanced companies are companies that are able to keep up with the times, customer behavior changes, and of course technological advancement. This research aims to know to know the influence of customer involvement and brand trust of buying interest and purchasing decisions on Eiwa instagram account. The type of research used in this study is quantitative approach. The quantitative approach bases the study of empirical rational principles. The quantitative approach bases the study of empirical rational principles. Before doing research the researcher must find the problem and hypothesis to be tested based on specified criteria and path analysis tool that is Smart PLS to know variable relation. The result of the research shows that for direct influence, customer involvement has a positive and significant effect on buying interest, brand trust has positive but not significant effect on buying interest, customer involvement has a positive and significant effect on purchasing decision, brand trust has positive and significant influence on purchasing decision product, while buying interest has a positive and significant effect on purchasing decision of Brand Eiwa product. As for indirect influence, buying interest may mediate the influence of Customer Engagement on product purchasing decisions positively and significantly while Buy Interest can not mediate the influence of Brand Trust on Brand Eiwa product purchase decision positively and significantly.

 Articles related

Nasa'i Muhammad Gwadabe    

The apparent eroding in the hegemonic power of the United States and the sustained growth of China has triggered debate as to whether the rise of China will be peaceful or conflictual. Structural realism posits that the world is characterised by the anar... see more

Revista: Austral

Vladyslav Tsygoda,Kateryna Kyrylenko,Vitaly Petrovsky    

The object of research is the formation of the functional zone of a multicomponent ceramic composite based on refractory anoxic compounds. One of the most problematic points is the determination of influence of the type of binder on the formation of the ... see more


Patient Rambe, Bridgette Mokgosi    

In an increasingly competitive, technology-driven world, the pressure for small, technology-oriented firms in developing countries to be productive and efficient has never been more intense. For technology-oriented firms such as internet cafés, which are... see more


Patient Rambe, Nosiphiwe Mpiti    

Although small, micro and medium enterprises (SMMEs), such as hair salons, have harnessed a subtle combination of private and public funding to bankroll their business operations, literature on the performance of SMMEs in developing countries that often ... see more


Kolosa Madikizela, Theo Haupt    

 This paper analyses the factors influencing the choices of careers in construction by South African women. The literature on challenges which influence women?s choices of careers in construction was reviewed and questionnaires were conducted with m... see more