The Effect of Marketing Communication, Trust and Security on Purchase Decisions of Fresh Food Products at PT. Sejahtera Abadi Tangerang
Abstract
The purpose of this study was to prove whether marketing communication, trustworthiness, and security simultaneously had a significant effect on purchasing decisions for fresh food products at PT. Sejahtera Abadi Tangerang. To prove which of the marketing communications, trust, and safety simultaneously have a significant effect on the decision to purchase fresh food products at PT. Sejahtera Abadi Tangerang. The analytical tool used in this research is Multiple Linear Regression. With the formula: Y = bo + bịX + bX2 + b; X;. The results of testing the marketing communication variable (X1), the trust variable (X2) and the safety variable (X3) partially have a significant effect on the decision to purchase fresh food products at PT. Sejahtera Abadi Tangerang.Then the results of the fourth hypothesis (H4) prove that simultaneously marketing communication, trust, and security simultaneously have a significant effect on decisions about purchasing fresh food products at PT. Sejahtera Abadi Tangerang, the value of Famung is 10.372 greater than Eubal of 2.71 with significance of 0.000. Thus the first hypothesis (H4) is proven or can be accepted to be true, namely, it is assumed that marketing communication, trust, and security simultaneously have a significant effect on purchasing decisions for fresh food products at PT. Sejahtera Abadi Tangerang.
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