TRUST IDENTIFICATION AND SMARTPHONE PURCHASE DECISIONS (STRUCTURAL EQUATION MODELING APPROACH)

The writing of this thesis aims to explain data analysis using the structural equation modeling method which is then used as a method of data analysis to measure the trust and purchase decisions of smartphones. In this study structural equation modeling is used to analyze the relationship between brand awareness, perceived value, perceived quality, trust and purchasing decisions. SEM analysis will be used to determine the best model of trust and purchasing decisions for Samsung products. The method used in collecting data is a quantitative method that is supported by SEM. Data was collected by distributing questionnaires to Samsung smartphone users, to analyze the data using the SEM method. SEM analysis has seven stages, such as (1) development of theoretical models, (2) development of path diagrams, (3) conversion of path diagrams into structural equations, (4) selecting input matrices and types of estimates, (5) identifying models, (6 ) assess the criteria of goodness of fit, (7) interpret results. Based on the results of the study, brand awareness and perceived value significantly influence trust, but perceived quality does not have a significant effect on trust, then brand awareness, perceived value, and perceived quality do not have a significant impact on purchasing decisions, then trust has a significant influence on purchasing decisions.