Analisis Pengaruh Brand Trust dan Persepsi Harga Terhadap Keputusan Pembelian Pada Evelyn Jewellery

Widodo, Evelyn Anggi (2026) Analisis Pengaruh Brand Trust dan Persepsi Harga Terhadap Keputusan Pembelian Pada Evelyn Jewellery. S1 thesis, Universitas Kristen Indonesia.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Brand Trust dan Persepsi Harga terhadap Keputusan Pembelian pada Evelyn Jewellery. Penelitian ini dilatarbelakangi oleh penurunan jumlah pembeli yang mengindikasikan perubahan perilaku konsumen dalam industri perhiasan. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan teknik survei. Data dikumpulkan melalui kuesioner kepada konsumen Evelyn Jewellery dan dianalisis menggunakan uji validitas, reliabilitas, uji asumsi klasik, serta analisis regresi linear berganda dengan bantuan SPSS. Hasil penelitian menunjukkan bahwa secara parsial Brand Trust dan Persepsi Harga berpengaruh positif dan signifikan terhadap Keputusan Pembelian. Secara simultan, kedua variabel tersebut juga berpengaruh signifikan terhadap keputusan pembelian. Temuan ini menunjukkan bahwa Brand Trust dan persepsi harga yang positif berperan penting dalam mendorong keputusan pembelian konsumen pada Evelyn Jewellery. Kata kunci: Brand Trust, Persepsi Harga, Keputusan Pembelian. / This study aims to examine the effect of Brand Trust and Price Perception on Purchase Decisions at Evelyn Jewellery. This research is motivated by a decline in the number of customers, indicating changes in consumer behavior in the jewelry industry. A quantitative approach with a survey method was employed. Data were collected through questionnaires distributed to Evelyn Jewellery consumers and analyzed using validity tests, reliability tests, classical assumption tests, and multiple linear regression analysis with SPSS. The results show that Brand Trust and Price Perception have a positive and significant effect on Purchase Decisions, both partially and simultaneously. These findings indicate that strong brand trust and positive price perception play an important role in encouraging consumer purchase decisions at Evelyn Jewellery. Keywords: Brand Trust, Price Perception, Purchase Decision.

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