THE EFFECT OF PRODUCT DIFFERENTIATION PERCEPTION, BRAND TRUST, AND HEDONISTIC SHOPPING VALUE ON PURCHASING DECISIONS AT ADILLA.ID TEGAL STORES

Abstract

This research aims to determine the influence of perceived product differentiation on purchasing decisions at the Adilla.id Tegal Store, the influence of perceived brand trust on purchasing decisions at the Adilla.id Tegal Store, the influence of perceived hedonic shopping value on purchasing decisions at the Adilla.id Tegal Store, the overall influence simultaneous perception of product differentiation, perception of brand trust, and perception of hedonic shopping value on purchasing decisions at the Adilla.id Tegal Store. The research method used in this research is a quantitative approach. Data collection uses a questionnaire. Primary data comes from questionnaire answers from 100 respondents. Data analysis methods use classical assumption tests, multiple linear regression analysis, and hypothesis testing. From the research conducted, the results of the t test showed that the product differentiation perception variable (X1) had an influence on purchasing decisions with a significance value of 0.000 < 0.05, meaning that H1 was accepted. Perceived brand trust (X2) influences purchasing decisions with a significance value of 0.025 < 0.05, meaning H2 is accepted. Perception of hedonic shopping value (X3) influences purchasing decisions with a significance value of 0.000 < 0.05, meaning H3 is accepted. The results of the F test showed that perceived product differentiation (X1), perceived brand trust (X2), and perceived hedonic shopping value (X3) simultaneously influenced purchasing decisions at the Adilla.id Tegal Store. This is proven in the F test, the significance value is 0.000 <0.05, meaning H4 is accepted. So, the hypothesis that there is an influence of perceived product differentiation, perceived brand trust, and perceived hedonic shopping value on purchasing decisions at the Adilla.id Tegal Store is accepted.