PENGARUH THREAT EMOTION KONSUMEN DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK GADGET

Abstract

Abstrak: Pengaruh Threat Emotion Konsumen dan Brand Trust Terhadap Keputusan Pembelian Produk Gadget. Penelitian ini bertujuan untuk mengetahui pengaruh threat emotion, brand trust terhadap keputusan pembelian produk gadget. Penelitian ini merupakan penelitian kuantitatif dengan populasi mahasiswa Fakultas Ekonomi UNY. Sampel dalam penelitian ini sebanyak 100 responden yang ditentukan dengan teknik purposive sampling. Data penelitian ini diperoleh dengan angket dan dianalisis menggunakan regresi berganda. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif threat emotion konsumen terhadap keputusan pembelian produk gadget sementara itu brand trust tidak berpengaruh terhadap keputusan pembelian produk gadget.

Kata Kunci: threat emotion konsumen, brand trust, keputusan pembelian

Abstract: the Women Empowerment Group of Poverty Alleviation Based on Micro Enterprise Development. This research was aimed to determine the effects of consumers’ threat emotion and brand trust on the decision of purchasing gadget products. This research was quantitative research. The population of the research was the students of the Faculty of Economics, YSU. The samples of this research were 100 students taken by a purposive sampling technique. The data of the research was elicited by questionnaires. Multiple regression was employed to analyze the data of this research. The result of the research showed that there was positive effect of the consumers’ threat emotion on the decision of gadget product purchases and there was no significant effect of brand trust on the decision of gadget product purchases.

Keywords: consumers’ threat emotion, brand trust, purchasing decision