ANALISIS PENGARUH PERSEPSI HARGA, KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPERCAYAAN PELANGGAN DENGAN KEPUTUSAN PEMBELIAN SEBAGAI VARIABEL INTERVENING (STUDI PADA RUMAH FOTOGRAFI KUDUS)

Abstract

Customer trust is the willingness of one party to accept the risk of the other party based on the belief and expectation that the other will take the action as expected, although both parties have not known each other. The concept of customer trust in this study is the extent to which a person believes and believes in others in a situation where the party believed to have characteristics that will benefit the consumer (the believer).
The formulation of the problem how the influence of price perceptions on customer trust House of Photography Kudus, how the influence of product quality to customer trust House of Photography Kudus, how influence the quality of service to customer trust House Koto Photography, how influence perception of price, product quality and service quality to customer trust House Photography Holy, how the influence of customer confidence in purchasing decisions in the House of Photography Kudus. Analysis method using SPSS program version 20.0 by using multiple regression analysis and path analysis.
The result of price perception research have positive and significant influence to customer trust of House of Photography Kudus with value titung 4,360> ttabel 1,664 and probability significance 0,000 <α 0,05. Product quality has a positive and significant influence on customer trust of House of Photography Kudus with t count 3,991> ttabel 1,664 and probability significance 0,000 <α 0,05. The quality of service has a positive and significant influence on the trust of Koto Photography House customers. With a t-count of 6.309> ttable 1.664 and a probability significance of 0,000 <α 0.05. Multiple perception of price, product quality and service quality have a significant influence on customer trust House of Holy Photography with value Fcount = 106,458> Ftabel = 2,717 probability significance 0,000 <α 0,05.
Keywords : Perception of price, product quality, service quality, customer trust and purchasing decisions