Track: Business Management

Abstract

The purpose of this study was to determine the effect of Sales Promotion and Brand Trust on Buying Decisions on the sale of imported goods during the pandemic at the Cimol Gedebage Market, Bandung. This research method uses descriptive and verification analysis with a quantitative approach. The source of this research uses primary data. This research data collection using a questionnaire. The sample of this research is 120 consumers in Cimol Gedebage Market, Bandung by using simple random sampling technique. Data analysis was carried out by descriptive analysis and path analysis. The results of this study indicate that Sales Promotion has a positive and significant effect on Buying Decision. It is known that the total effect of Sales Promotion on Buying Decision is 77.7%. Sales Promotion has a positive and significant effect on Brand Trust with a total effect of Sales Promotion on Brand Trust, which is 57.2%. Brand Trust has a positive and significant effect on Buying Decision, with a total effect of 44.1%.