The Effect of Consumption Value, Trust, and Product Innovation on Purchase Decisions of Cimory Products

Abstract

The research analyzes the effect of each independent variable, namely consumption value, trust, and product innovation, on purchasing decisions. In this study, The type of research used is quantitative, using sample collection methods for this study. By distributing a questionnaire scored on the Likert scale, a choice of 150 respondents had purchased Cimory products with a minimum purchase of one time with minimum sample criteria of being 17 years old. The data analyzed were primarily collected using questionnaires and processed with the SPSS program version 25. The results showed that the variable Consumption Value had an insignificant effect on purchasing decisions, and variables of trust and product innovation positively affected purchasing decisions.