PENGARUH THREAT EMOTIONS DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN PRODUK OBAT NYAMUK OLES MEREK SOFFEL (STUDI KASUS PADA KONSUMEN RUMAH TANGGA DI DESA KUOK, KAMPAR)

Abstract

This research motivated by the fact that buying decision are not always influenced by the feeling. However, there are many kinds of feelings that can influence the buying decision is no exception threat emotions. This is due to the number of fraudulent resulting manufactures produce a product and make brand trust decreased. Purpose of this study was to determine the effect of threat emotions and brand trust on buying decision either partially of simultaneously to house holders in the village Kuok, Kampar. The amount of samples are selected one hundred by using purposive sampling. Data obtained through the questionnaire with Likert method. Data procesing research using SPSS for windows version eighteen. The result showed threat emotions and brand trust significantly influence on buying decision simultaneously. Threat emotions and brand trust influence on buying decision partially and threat emotions influence more dominant than brand trust.