PENGARUH ATRIBUT PRODUK DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN SMARTPHONE XIAOMI DENGAN KEPERCAYAAN SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Masyarakat Desa Sinangkong)

Marketing management is the process of planning, implementing (including organizing, directing and coordinating) marketing activities in a company to achieve organizational goals efficiently and effectively. The aim of this research is to determine the influence of product attributes and brand image on purchasing decisions with trust as an intervening variable. The research method used is quantitative research. The sampling technique is to use total sampling with a sample of 73 respondents. The analysis used in this research is Partial Least Square (PLS) with the smartPLS 3.00 application. The research results show that product attributes have a positive and significant effect on purchasing decisions. Brand image has a positive and significant effect on purchasing decisions. Trust does not have a significant effect on purchasing decisions. Product attributes have a positive and significant effect on trust. Brand image has a positive and significant effect on trust. Product attributes do not have a significant effect on purchasing decisions through trust. Brand image does not have a significant effect on purchasing decisions through trust.