EAS Publisher | Analysis of the Effect of Perceived Value on Purchasing Decision Users of Ovo Applications through Consumer Trust (Case Study of Fanā Coffee Malang Customers)

Analysis of the Effect of Perceived Value on Purchasing Decision Users of Ovo Applications through Consumer Trust (Case Study of Fanā Coffee Malang Customers)

DOI : https://doi.org/10.36349/easjebm.2021.v04i11.003

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This study aims to describe the effect of perceived value on Purchasing decisions through consumer trust in OVO application users using a case study of Fanā Coffee Malang customers. The sample of this research is 80 customers who use the OVO application to make payment transactions. The analysis technique uses path analysis and questionnaire distribution data collected via a google form. The analysis results show that purchasing decisions are shaped by stability in buying, buying habits, and speed in buying. The main thing that shapes Purchasing decisions is the speed in buying, which is the easiest to find compared to other similar services. Perceived value influences purchasing decisions. This means that the higher the perceived value given, the higher the purchase decision. Consumer confidence results in purchasing decisions. This means that higher consumer confidence can improve Purchasing decisions. Perceived value influences Purchasing decisions through consumer trust, meaning that Purchasing decisions will increase if they provide a good perception of value and can increase consumer confidence.

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