Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengukur pengaruh information quality terhadap purchase decision yang dimediasi oleh brand trust dan brand image pada pt. aceh media grafika di kota banda aceh. sampel yang digunakan pada penelitian ini adalah pelanggan koran harian serambi indonesia. peralatan pengumpulan data yang digunakan dalam penelitian ini adalah kuesioner. data dikumpulkan melalui survei terhadap 160 responden sebagai sampel untuk mewakili populasi penelitian. teknik pengambilan sampel yang digunakan adalah purposive sampling. structural equation modelling (sem) digunakan sebagai metode analisis untuk mengetahui pengaruh antar variabel-variabel yang terlibat. berdasarkan hasil analisis sem mengidentifikasikan bahwa information quality berpengaruh terhadap brand trust, information quality berpengaruh terhadap brand image, information quality berpengaruh terhadap purchase decision, brand trust berpengaruh terhadap purchase decision, brand image berpengaruh terhadap purchase decision, brand trust memediasi secara parsial pengaruh information quality terhadap purchase decision, dan brand image memediasi secara parsial pengaruh brand image terhadap purchase decision. kata kunci: information quality, brand trust, brand image, purchase decision, structural equation modelling.

This research aims to measure the effect of Information Quality and Brand Image on Purchase Decision mediated by Brand Trust at PT. Aceh Media Grafika in Banda Aceh City (Serambi Indonesia Daily Newspaper Customers). The sample used in thi study were customers of the Serambi Indonesia Daily Newspaper in Banda Aceh City. Data were collected through a survey of 160 respondents as sample to represents the research population and used was purposive sampling. Structural Equation Model (SEM) is used as an analytical method to determine the effect of the variables involved. Based on the results of SEM analysis, it is identified that Information Quality effect Brand Trust, Information Quality has a positive effect on Brand Image, Information Quality has a positive effect on Purchase Decision, Brand Trust has a positive effect on Purchase Decision, Brand Image has a positive effect on Purchase Decision, Brand Trust partially mediates the effect of Information Quality on Purchase Decision, and Brand Image partially mediates the effect of Information Quality on Purchase Decision. Keywords: Information Quality, Brand Trust, Brand Image, Purchase Decision, Structural Equation Modelling.