The Role of Consumer Trust in Mediating the Relationship between Service Quality, Promotion, and Product Variety on Purchasing Decisions at Amanda Brownies Purwokerto

The purpose of this study is to examine the effect of service quality, promotion, and product variety on consumer purchasing decisions mediated by consumer trust. This study uses a quantitative approach. The population of this study is consumers of Amanda Brownies stores in Purwokerto. The sample was selected using purposive sampling, consisting of 102 respondents. Hypothesis testing was conducted through multiple regression analysis using the Partial Least Square (PLS) method. The results of the study indicate that service quality, promotion, and product variety have a positive and significant effect on purchasing decisions. Consumer trust does not influence purchasing decisions. Consumer trust does not mediate the relationship between the independent variables and purchasing decisions.