THE INFLUENCE OF COMPANY IMAGE AND PRICE ON THE PURCHASE OF INTEREST RED BRICK ON PT. PUTRA RESTU IBU ABADI THROUGH CONSUMER CONFIDENCE

Abstract

This study aims to determine the effect of company image and price factors on buying interest with consumer trust as a mediating variable at PT. Son of Restu Ibu Abadi. The data analysis technique used in this research is descriptive analysis, outer model testing, inner model testing, and R-Square testing which are carried out using the Smart-PLS 3.0 program. The data collection technique used in this study was to distribute questionnaires. Distribution of the questionnaire to consumers who have and have never bought red brick at PT. Putra Restu Ibu Abadi and meet the criteria determined by the researcher, which is done to gather information about buying interest which is influenced by consumer trust. The number of samples in the study were 100 respondents. In determining the path coefficient value of a variable, hypothesis testing is accepted if the significance value of the t-value is greater than 1.96 or the p-value is smaller than 0.05, then Ha is accepted and Ho is rejected and vice versa. The results of this study explain that company image has a negative effect on purchase intention mediated by consumer trust, as well as price has a negative effect on purchase intention mediated by consumer trust. However, for a direct relationship between variables such as company image on purchase intention, price on purchase intention or image peruhaan on consumer trust, price on consumer trust has a positive and significant effect. Meanwhile, consumer confidence in buying interest has negative results.