PENGARUH KEPERCAYAAN DAN KEMUDAHAN TERHADAP KEPUTUSAN PEMBELIAN DAN KEPUASAN KONSUMEN PRODUK FASHION SHOPIE PARIS DI KOTA PEKANBARU

Abstract

This research was conducted at several outlites or Shopie Paris stores in the city of Pekanbaru, namely Sophie Martin Paris, Bc Sophie Paris Indah Mulia, Sophie Bc Valianda (Asril). The purpose of this study was to determine the effect of trust on purchasing decisions Fashion Shopie Paris Products in Pekanbaru City, to determine the effect of convenience on purchasing decisions, to determine the effect of trust on consumer satisfaction, to determine the effect of convenience on customer satisfaction, to determine the effect of purchasing decisions on consumer satisfaction, to determine the effect of trust on consumer satisfaction mediated by purchasing decisions and to determine the effect of convenience on consumer satisfaction mediated by purchasing decisions. The population in this study were all consumers who had bought fashion products using an online shop in three Shopie Paris Pekanbaru shops namely Sophie Paris Pekanbaru Eslc Susilanita, Sophie Martin Paris, and Sophie Bc Valianda (Asril). In this study the number of samples used was as many as 112 people who met. Based on the results of research and discussion that has been done, it can be concluded that trust influences purchasing decisions on Fashion Shopie Paris Products in Pekanbaru City, ease influences on purchasing decisions, trust influences on customer satisfaction, ease influences on customer satisfaction, purchasing decisions influences satisfaction consumers, trust influences consumer satisfaction mediated by purchasing decisions, and ease affects consumer satisfaction that is mediated by purchasing decisions of Fashion Shopie Paris Products in Pekanbaru City.