Brand Trust, Garansi Produk, dan Electronic Word Of Mouth Untuk Mendorong Keputusan Pembelian Ban Merek Gama di Kota Surabaya. (Brand Trust, Product Warranty, and Electronic Word of Mouth to Encourage Purchase Decisions of Gama Brand Tires in Surabaya City).

Sesanti, Wiwit Ryzki Putri (2025) Brand Trust, Garansi Produk, dan Electronic Word Of Mouth Untuk Mendorong Keputusan Pembelian Ban Merek Gama di Kota Surabaya. (Brand Trust, Product Warranty, and Electronic Word of Mouth to Encourage Purchase Decisions of Gama Brand Tires in Surabaya City). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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	Text Brand Trust, Garansi Produk, dan Electronic Word of Mouth untuk mendorong Keputusan Pembelian Ban Merek Gama di Kota Surabaya.pdf Download (3MB)
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Abstract

This study aims to analyze the influence of Brand Trust, Product Warranty, and Electronic Word Of Mouth on Purchase Decisions for Gama Brand Tires in Surabaya City. This study uses a quantitative method with a survey approach. The sample used was 100 respondents who had purchased Gama brand tires at CV BanQ Tangguh Perkasa. Data were collected through a questionnaire with a Likert scale as a measurement instrument. Data analysis techniques were carried out with validity tests, reliability tests, classical assumption tests, multiple linear regression tests, and T tests (partial) and F tests (simultaneous) to evaluate the influence of Brand Trust, Product Warranty, and Electronic Word Of Mouth on Purchase Decisions. The results show that all indicators of this study are valid and reliable. Based on the Multiple Linear Regression Test, the Product Warranty variable has a more dominant influence, while the Brand Trust variable has a lower influence. The results of the T Test state that the Product Warranty variable has a significant influence on purchasing decisions, while the Brand Trust and Electronic Word Of Mouth variables do not show a significant influence. Simultaneously, the influence of Brand Trust, Product Warranty, and Electronic Word Of Mouth together influence Purchase Decisions. The results of the R² Test show that the influence of the independent variable on the dependent variable is 48.2% while the remaining 52.8% is influenced by other variables not explained in this study. Based on these findings, further researchers are advised to use qualitative methods to explore consumer reasons in making purchasing decisions. In addition, adding variables such as product quality, price, or promotion to expand the research. Expanding the sample to be more representative to increase the validity and generalization of the research results. Keywords: Brand Trust, Product Warranty, Electronic Word Of Mouth, Purchasing Decisions.

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