PENGARUH KOMUNIKASI PEMASARAN DANCITRA MEREK SERTA KUALITAS PRODUK TERHADAP KEPERCAYAAN DALAM KEPUTUSAN PEMBELIAN SEMEN PUGER DI KOTA SEMARANG

Abstract

The purposes of this research are 1) to describe and analyze the effect of marketing communications,
branding image and product quality on consumer trust, 2) to describe and analyze the effect of trust
on the purchasing decision. The population in this research is Puger Cement consumers residing in
Semarang. The number of sample is 67 people who were selected using non-probability method, that
is purposive sampling method. The data in this research is primary data obtained from questionnaires
and distributed to respondents. Data were analyzed using Partial Least Square (PLS). Based on the
results of research and study, it can be concluded that 1) marketing communications positively and
significantly effect on trust, 2) branding image positively and significantly effect on trust, 3) quality of
the product positively and significantly effect on trust, 4) marketing communications positively and
significantly effect on purchasing decisions, 5) branding image does not positively and significantly
effect on purchasing decision, 6) quality of the product does not positively and significantly effect on
purchasing decision, 7) trust positively and significantly effect on purchasing decisions.

Keywords: Marketing communications, branding image, product quality, trust, purchasing decision.