ANALISIS FAKTOR PSIKOLOGIS TERHADAP KEPUTUSAN KONSUMEN DALAM PEMBELIAN KOMODITAS EMAS DI PT. EQUITYWORLD FUTURES CABANG MANADO

Abstract

This study aimed to determine the influence of consumer trust, risk perception, and brand image on the purchase decisions of gold commodity futures trading market at PT. Equityworld Futures Manado Branch. The method used was quantitative. Data were collected through questionnaires distributed to prospective consumers of PT. Equityworld Futures Manado Branch. The results showed that consumer trust, risk perception, and brand image had a significant influence both partially and simultaneously on the purchase decisions. Consumer trust was proven to be the most dominant factor influencing the purchase decisions, followed by brand image and risk perception. The implications of this study suggest that companies should strengthen consumer trust, manage risk perception effectively, and build a strong brand image to enhance the consumer purchase decisions. This study is expected to serve as a reference for companies in formulating effective marketing strategies in the gold commodity futures trading market.