Analisis Persepsi Konsumen Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian Konsumen Pada Produk Susu Enfagrow Di Toko Asia Baru Mart

The development of the marketing process in the current era of the Covid-
19 pandemic has changed towards a strategic process of selling products
systematically and prioritizing the important criteria of a consumer, with changes
in consumer attitude patterns today, of course, will result in a phenomenon of
changing strategy implementation in order to achieve market share. ideal and
determine the prospect of a product will survive even in difficult times. The
purpose of this study was to determine the effect of consumer perceptions and
consumer trust on consumer purchasing decisions. The analysis used is
associative analysis, this research method is quantitative. The population in this
study were all consumers who bought Enfagrwo products at the Asia Baru Mart
Medan store. The Sampling technique uses the Non-Probability Sampling
technique by means of Accidental Sampling, namely the researcher takes a sample
that he or she encounters at that time according to the criteria for sample needs.
Due to time, cost, and environmental constraints due to the impact of the Covid-
19 pandemic on health protocol recommendations such as physical distancing and
limits on interaction, researchers used the slovin formula in determining the
number of samples. So the number of samples to 130 respondents. The results
obtained from this study indicate that: 1) Consumer perceptions partially and
significantly influence consumer purchasing decisions, 2) Consumer Trust
partially and significantly influences consumer purchasing decisions, 4)
Consumer perceptions and consumer trust simultaneously influence and are
significant on consumer purchasing decisions. Adjusted R square value of 0.448
can be called the coefficient of determination, this means 0.448 (44.8%)
Consumer Purchase Decisions can be obtained and explained by Consumer
Perception and Consumer Confidence while the remaining 55.2% is explained by
variables outside the model that are not examined.
Keywords: Consumer Perception, Consumer Trust and Consumer Satisfaction