Pengaruh Brand Trust dan Harga Produk Terhadap Keputusan Pembelian Voucher Games (Studi Kasus pada Toko Online Codashop)

Abstract

This study aims to determine the effect of brand trust and product price on purchasing decisions for game vouchers at the Codashop online store, focusing on students of the Faculty of Economics and Business, University of North Sumatra. The phenomenon of increasing digital transactions, especially in purchasing game vouchers, requires companies to strengthen brand trust and offer competitive prices. The method used in this study is a quantitative method with an associative descriptive approach. Data were collected by distributing questionnaires to 110 respondents who had made transactions at Codashop. The results of the study indicate that both brand trust and product price have a positive and significant effect on purchasing decisions partially and simultaneously. This finding implies that brand trust and appropriate price perceptions play an important role in driving consumer decisions in choosing a digital payment platform. Therefore, Codashop needs to continue to build credibility and a more competitive pricing strategy to increase customer loyalty and market competitiveness.