PENGARUH KUALITAS PELAYANAN DAN BRAND EQUITY TERHADAP KEPUTUSAN PEMBELIAN MELALUI KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Studi kasus di Mitra Swalayan Purwodadi)

This research aims to determine the influence of service quality and brand
equity on purchasing decisions with trust as an intervening variable in a case study
at Mitra Swalayan Purwodadi. The research method used in this research is a
quantitative research method. The population in this study were visitors to Mitra
Swalayan Purwodadi. The sample used in this research was 171 people, which was
the result of calculations using the Slovin formula.
The sampling technique uses non-probability sampling with purposive
sampling technique with the criteria of having made a purchase at Mitra Swalayan
Purwodadi. The data collection technique in this research uses questionnaires
distributed via online surveys. This research uses the Partial Least Squares (PLS)
technique, as a data analysis technique in the form of Structural Equation Modeling
(SEM) equations with the help of SmartPLS version 4.0 software.
The test results show that service quality and brand equity have a significant
positive effect on trust, service quality and brand equity have a significant positive
effect on purchasing decisions, service quality has a significant positive effect on
purchasing decisions through trust, brand equity has a significant positive effect on
purchasing decisions through trust.
Keywords: Service Quality, Brand Equity, Purchasing Decisions, Trust