Pengaruh Kepercayaan Konsumen, Fitur Produk dan Kualitas Layanan terhadap Keputusan Penggunaan Layanan Sumut Link

Abstract

This study aims to determine the influence of consumer trust, product features, and service quality on the decision to use Sumut Link services in Pematangsiantar. This is an associative study using quantitative data. The sample consisted of 96 respondents selected through purposive sampling. Data collection methods included questionnaires and interviews. The data were analyzed using multiple linear regression analysis with the help of SPSS software. The results of the study indicate that consumer trust, product features, and service quality simultaneously have a significant effect on the decision to use Sumut Link services in Pematangsiantar. Partially, consumer trust has a positive and significant effect on the decision to use the services; product features also have a positive and significant effect; and service quality likewise has a positive and significant effect on the usage decision.