International Journal of Civil Engineering and Technology (IJCIET)

Volume 10, Issue 02, February 2019, pp. 1020-1032, Article ID: IJCIET_10_02_099
Available online at http://www.iaeme.com/ijciet/issues.asp?JType=IJCIET&VType=10&IType=02
ISSN Print: 0976-6308 and ISSN Online: 0976-6316

© IAEME Publication Scopus Indexed

TRUST IDENTIFICATION AND SMARTPHONE

PURCHASE DECISIONS (STRUCTURAL
EQUATION MODELING APPROACH)
Indawati Lestari, Nasib, Sabaruddin Chaniago and An Suci Azzahra
Politeknik Unggul LP3M, Medan, Indonesia

Ihsan Effendi
Universitas Medan Area, Medan, Indonesia

ABSTRACT
The writing of this thesis aims to explain data analysis using the structural equation
modeling method which is then used as a method of data analysis to measure the trust
and purchase decisions of smartphones. In this study structural equation modeling is
used to analyze the relationship between brand awareness, perceived value, perceived
quality, trust and purchasing decisions. SEM analysis will be used to determine the best
model of trust and purchasing decisions for Samsung products. The method used in
collecting data is a quantitative method that is supported by SEM. Data was collected
by distributing questionnaires to Samsung smartphone users, to analyze the data using
the SEM method. SEM analysis has seven stages, such as (1) development of theoretical
models, (2) development of path diagrams, (3) conversion of path diagrams into
structural equations, (4) selecting input matrices and types of estimates, (5) identifying
models, (6 ) assess the criteria of goodness of fit, (7) interpret results. Based on the
results of the study, brand awareness and perceived value significantly influence trust,
but perceived quality does not have a significant effect on trust, then brand awareness,
perceived value, and perceived quality do not have a significant impact on purchasing
decisions, then trust has a significant influence on purchasing decisions.
Keywords: trust, purchasing decisions, brand awareness, perceived value, perceived
quality
Cite this Article: Indawati Lestari, Nasib, Sabaruddin Chaniago, An Suci Azzahra and
Ihsan Effendi, Trust Identification and Smartphone Purchase Decisions (Structural
Equation Modeling Approach), International Journal of Civil Engineering and
Technology, 10(02), 2019, pp. 1020–1032
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 Indawati Lestari, Nasib, Sabaruddin Chaniago, An Suci Azzahra and Ihsan Effendi

1. INTRODUCTION
Increasingly tight competition makes the existence of brands significant, considering that the
brand is not just a name or symbol but also a differentiator of a product from other products,
while at the same time emphasizing the perception of the quality of the product. Brands also
make it easier for consumers to make choices and help ensure the quality of the products they
buy [1]. Brand is something that can provide additional value for the company, the brand as a
non-price asset becomes an essential component because with the brand the consumer can
identify and differentiate the products produced by the company with competitors' products.
Brands are becoming increasingly important because consumers are not satisfied only with
their needs fulfilled, besides that the brand also identifies the source or maker of the product
and allows consumers to assign responsibility to certain makers or distributors [2]. Purchasing
a smartphone is not solely to gain prestige, but is a strong need and desire, but because it is
accompanied by six differences: income, education, work experience, referral group, consumer
attitudes and motivations that lead to consumer behavior in purchasing Samsung smartphone
products. In Indonesia, many smartphone brands are offered, including Samsung, Apple,
Huawei, Xiaomi, Oppo, LG, Sony, Nokia, Asus, Smartfren, Advan and others. But brands that
dominate the market share, in particular, are Samsung and Apple.

Tabel 1. Smartphone Market Share in Indonesia

Source : TrendForce 2017

Samsung was ranked globally in the year despite the termination of the Galaxy Note 7,
experiencing a margin decline of 3.3% compared to 2015. In 2017 the Chinese brands Huawei,
Oppo and Vivo each occupied the last three places in the top five globally, and who followed
Samsung behind Apple was in second place. TrendForce shows that the total production
volume of all Chinese brands in 2016 is 629 million units, exceeding the amount of 519 million
units, from Apple and Samsung companies [3]. For the future, China's smartphone
manufacturers are expected to reach around 50% of the global market in 2017, which poses a
more significant challenge to other international brands. Samsung's global market share also
contracted, from 28% in 2014 to 25%. in 2015 and then to 23% at the end of 2016. Samsung
smartphones experienced a decline in consumer purchasing decisions due to fading brand
awareness due to the inadequate quality of the Galaxy Note 7 battery and ultimately a decline
in purchases and customers switching to using Chinese products. And they are coupled with a
large portion of market share losses caused by intense competition from Chinese brands in all
market segments, from upper to middle and low-class models. Samsung smartphones have also
decreased due to the value of products, product benefits, and the suitability of products given

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 Trust Identification and Smartphone Purchase Decisions (Structural Equation Modeling
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to consumers that are not by what consumers want, so consumers turn to smartphones which
they think can meet consumer desires with features offered more than products Samsung.
Oppo's market share increased in 2016 and 2017 because Oppo provided attractive offers about
the features provided with low smartphone prices, this is what makes Samsung's market share
decline and consumers switch to the smartphone which provides full features at affordable
prices.

2. THEORIES
2.1. Brand Awareness
When consumers have little time to consume, proximity to the brand name will be enough to
determine the purchase. Brand awareness is the ability of a prospective buyer to recognize and
recall a brand as part of a particular product category [4]–[6]. Awareness itself is how to make
the audience aware of the product, where the task of a communicator is to make consumers
understand and be aware of the existence of a product [7]. Because if consumers are aware of
the product, it will form a positive attitude from consumers and will continue to the process of
consuming the product [8].

2.2. Perceived Value

Customer perceived value is the difference between the perspective customer’s evaluation of
all benefits and all the costs of an offering and the perceived alternatives [9]. Customer
perceived value is the overall assessment of the customer for the use of a product for what is
received and given by the product. It indicates that the higher the benefits obtained by
consumers, the higher the level of customer satisfaction [10]. The dimension of value
perception consists of four main aspects, such as emotional value, utility derived from feelings
or effective/positive emotions arising from consuming products. Social value, which is a utility
obtained from the product's ability to improve the customer's self-social concept.
Quality/performance value, namely utility obtained from the perception of the quality and
expected performance of the product. Price/value of money, i.e., the service received from the
product due to short-term cost reduction and long-term costs.

2.3. Perceived Quality

Perceived quality is the image and reputation of the product with the price and responsibility
of the company (products or services to be sold to customers) [11]. The perceived quality as a
customer's perception of the overall quality or superiority of a product or service as expected.
Perception of quality is one of the key dimensions of brand equity [12].

2.4. Trust
Customer trust is a sense of trust in partners where someone is related [13]. Trust arises from
a long process. If the customer's trust has arisen between the customer and the company, then
the effort to foster cooperative relations will be easier [14]. The trust arises indicated by
credibility obtained from other people because they have the expertise they want to do a task.
The level of customer trust can be measured through several factors including honesty in
transactions, corporate responsibility towards customers and much more [15].

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 Indawati Lestari, Nasib, Sabaruddin Chaniago, An Suci Azzahra and Ihsan Effendi

2.5. Purchase Decisions

Purchase decision is a process of integration that combines knowledge to evaluate two or more
alternative behaviors, and choose one of them [16]. Purchase decisions are buying the most
preferred brand, but two factors can be between intention and purchase decision [17]. The first
factor is other people. If someone has an important meaning for the consumer, then he can
influence the consumer. The second factor is situational unexpected. Consumers may form
purchase intentions based on factors such as opinions, prices, and expected product benefits.
Consumer decisions are a process of problem-solving directed at the target [18]. The essence
of decision making is an integration process that combines knowledge to evaluate two
alternative behaviors or more or choose one of them. Decision making includes all processes
that consumers go through to identify problems, find solutions, evaluate alternatives, and
choose between choices.

3. METHODOLOGY
The approach in this study is quantitative, such as the systematic description of parts and
phenomena and their relationships. Quantitative research is supported by the Structural
Equation Modeling (SEM) model. Decomposition effects occur based on the formation of path
diagrams that can be accounted for in theory. The influence of latent extracts is divided based
on the complexity of the variable relationships, such as:

3.1. Direct effects

a) Direct effect of brand awareness to trust
Y1 = f (X1)
Y1 = a + b1X1 + e
b) Direct effect of brand awareness to purchase decision
Y2 = a + b1X1 + e
c) Direct effect of perceived value to trust
Y1 = f (X2)
Y1 = a + b1X2 + e
d) Direct effect of perceived value to purchase decision
Y2 = f (X2)
Y2 = a + b1X2 + e
e) Direct effect of perceived quality to trust
Y1 = f (X3)
Y1 = a + b1X3 + e
f) Direct effect of perceived quality to purchase decision
Y2 = f (X3)
Y2 = a + b1X3 + e
g) Direct effect of purchase decision to trust
Y1 = f (Y2)
Y1 = a + b1Y2 + e

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 Trust Identification and Smartphone Purchase Decisions (Structural Equation Modeling
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3.2. Indirect effects

a) Indirect effect of brand awareness to purchase decision by trust.
Y2 = f (X1Y1)
Y2 = a * b1X1 * b2Y1 + e
b) Indirect effect of perceived value to purchase decision by trust.
Y2 = f (X2Y1)
Y2 = a * b1X2 * b2Y1 + e
c) Indirect effect of perceived quality to purchase decision y trust.
Y2 = f (X3Y1)
Y2 = a * b1X3 * b2Y1 + e

3.3. Total effects

a) Total effect of brand awareness to keputusan pembelian by trust.
Y2 = f (X1Y1)
Y2 = a + b1X1 + b2Y1 + e
b) Total effect of perceived value to keputusan pembelian by trust.
Y2 = f (X2Y1)
Y2 = a + b1X2 + b2Y1 + e
c) Total effect of perceived quality to keputusan pembelian by trust.
Y2 = f (X3Y1)
Y2 = a + b1X3 + b2Y1 + e

4. RESULT AND DISCUSSION

Based on Amos output it is known that all constructing indicators for firs order purchasing
decisions have significant loading factor values, where all values of loading factors exceed 0.5.
If all constructing indicators are significant, they can be used to represent data analysis.
Suitability testing of the research model is used to test both the level of goodness of fit of the
research model. GFI size is a measure of the ability of a model to explain the diversity of data.
GFI values range from 0 to 1. There are no standard criteria for good GFI value limits. But it
can be concluded; a good model is a model that has a GFI value of close to 1. In practice, many
researchers use a minimum limit of 0.9. The following are the results of Amos analysis.

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 Indawati Lestari, Nasib, Sabaruddin Chaniago, An Suci Azzahra and Ihsan Effendi

Figure 1. Amos Output Framework

Tabel 2. Feasibility Test Results Research Model for SEM Analysis

Result Evaluation
Goodness of Fit Index Cut of Value
Analysis Model
Min fit function of
p>0,05 (P =0.00) Not Fit
Chi-Square
Carmines & Melver (1981)
Chisquare Fit
Df=271 = 129.69 445,982
Cov sample deviation
Non Centrality Parameter
small matrix and fitted < 174,982 Fit
(NCP)
Chisquare
Root Mean Square Error of Browne dan Cudeck (1993)
0.056 Fit
Approx (RMSEA) < 0,08
553,982 < Saturated
Model AIC > Saturated AIC
AIC (650)
Model AIC < Independence AIC Not Fit
< Independence AIC
(942,725)
787,425 < Saturated
Model CAIC < Saturated CAIC (2054,978)
Model CAIC CAIC < Independence Not Fit
CAIC < Independence CAIC
(1050,800)
Normed Fit Index (NFI) > 0,90 0.500 Not Fit
Parsimoni Normed Fit
0,60 – 0,90 0.452 Not Fit
Index (PNFI)
Parsimoni Comparative Fit
0,60 – 0,90 0.637 Fit
Index (PCFI)
PRATIO 0,60 – 0,90 0.903 Fit

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 Trust Identification and Smartphone Purchase Decisions (Structural Equation Modeling
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Comparative Fit Index > 0,90

0.705 Not Fit
(CFI) Bentler (2000)
> 0,90
Incremental Fit Index (IFI) 0.719 Not Fit
Byrne (1998)
Relative Fit Index (RFI) 0–1 0.447 Not Fit
Goodness of Fit Index
> 0,90 0.856 Not Fit
(GFI)
Adjusted Goodness of Fit
> 0,90 0.827 Not Fit
Index (AGFI)
Parsimony Goodness of Fit
0 – 1,0 0.714 Fit
Index (PGFI)
Source: Amos result
Based on the results of the Fit Model Assessment, it is known that all model analyzes have
right conditions as an SEM model. To see the relationship between each variable is done by
path analysis of each variable both direct relationships and indirect relations. The test results
can be seen in the table.

4.1. Chi-Square Match Test

This match test measures how closely between the predictive covariance matrix and covariance
matrix of data samples. In practice, the P-value is expected to be greater than 0.05 so that H0
can be accepted which states that the model is good. Chi-square testing is very sensitive to data
size. The large sample sizes is more than 200; this test tends to reject H0. But on the contrary
for a small sample size (less than 100), this test tends to accept H0. Therefore, the size of the
data sample that is suggested to be tested in the Chi-square test is that the data ranges from 100
- 200. The probability of the Chi-square value is 0,000 > 0.5 so that there is a match between
the implied covariance matrix and the sample covariance matrix (covariance matrix of data
samples).

4.2. Goodnees-Of-Fit Index (GFI)

GFI size is a measure of the ability of a model to explain the diversity of data. GFI values range
from 0 to 1. There are no standard criteria for proper GFI value limits. But it can be concluded;
a good model is a model that has a GFI value of close to 1. In practice, many researchers use a
minimum limit of 0.9. The GFI value in SEM analysis is 0.856, less than 0.9 or it is located
between 0 to 1 so that the ability of a model to explain the diversity of data is not good/fit.

4.3. Root Mean Square Error of Approximation (RMSEA)

RMSEA is a measure of the average difference per degree of freedom expected in a population.
RMSEA value < 0.08 is good fit, while RMSEA value < 0.05 is close fit. The RMSEA value
in this study is 0.067, so the model is said to be good/fit.

4.4. Non-Centrality Parameter (NCP)

NCPs are expressed in the form of Chi-square re-specifications. Assessment is based on
comparison with other models. The smaller the value, the better. The NCP value is lower than
the Chi-square value so the model is good.

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4.5. Incremental/Relative Fit Measures

It is a relative measure of model compatibility, used for comparison of the proposed model
with the basic model used by the researcher. The compatibility test includes:

4.6. Adjusted Goodness-Of-Fit Index (AGFI)

AGFI size is a modification of GFI by accommodating a degree of freedom model with other
models that are compared. AGFI ≥ 0.9 is good fit, while 0.8 ≥ AGFI ≥ 0.9 is marginal fit. AGFI
value of 0.827 exceeds 0.9, so the model is marginal fit.

4.7. Normed Fit Index (NFI)

The NFI value is the magnitude of the incompatibility between the target model and the base
model. NFI values range from 0 to 1. NFI ≥ 0.9 is good fit, while 0.8 ≥ NFI > 0.9 is marginal
fit. The NFI value is between 0.8 and 0.9 which is equal to 0.500, so the model is not good/fit.

4.8. Incremental Fit Index (IFI)

IFI values ranged from 0 to 1. IFI ≥ 0.9 is good fit, while 0.8 ≥ IFI ≥ 0.9 is marginal fit.
Comparative Fit Index (CFI) CFI values range from 0 - 1. CFI ≥ 0.9 is good fit, while 0.8 ≥
CFI ≥ 0.9 is marginal fit. The IFI value is below 0.9 which is equal to 0.719 so the model is not
good/fit.

4.9. Relative Fit Index (RFI)

RFI values range from 0 to 1. RFI ≥ 0.9 is good fit, while 0.8 ≥ RFI ≥ 0.9 is marginal fit. RFI
values are below 0.8 and 0.9 which is equal to 0.447, so the model is not good/fit.

4.10. Parsimonious/Adjusted Fit Measures

It is a measure of compatibility that considers the number of coefficients in the model. The
compatibility test includes:

4.10.1. Parsimonious Normed Fit Index (PNFI)

A high PNFI value indicates a better match. PNFI is only used for comparison of alternative
models. The PNFI value is below 0.60 - 0.90 which is 0.452 so the model is not good/fit.

4.10.2. Parsimonious Goodness-Of-Fit Index (PGFI)

PGFI value is a modification of GFI, where high values indicate that the model is better used
for comparison between models. PGFI value is between 0 to 0.90 which is 0.637, so the model
is fit/good.

4.10.3. Akaike Information Criterion (AIC)

Smaller positive values indicate that parsimony is better used for comparison between models.
Value 1446,819 > Saturated AIC (420) < Independence AIC (942,725) so the model is not
good/fit.

4.10.4. Consistent Akaike Information Criterion (CAIC)

Smaller positive values indicate that parsimony is better used for comparison between models.
Value of CAIC 669, 186 < Saturated CAIC (1109, 722) < Independence CAIC (1050, 500 so
that the model is fit). The magnitude of the effect of each standardized direct effect and the
totalized effect can be shown in the following table.

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 Trust Identification and Smartphone Purchase Decisions (Structural Equation Modeling
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Tabel 3. Standardized Direct Effects

BA PQ PV KE KP
KE .234 .691 .684 .000 .000
KP .000 2.324 1.171 -2.267 .000
KP5 .000 .000 .000 .000 .028
KP4 .000 .000 .000 .000 -.058
KP3 .000 .000 .000 .000 -.428
KP2 .000 .000 .000 .000 .093
KP1 .000 .000 .000 .000 .023
KE5 .000 .000 .000 .054 .000
KE4 .000 .000 .000 -.218 .000
KE3 .000 .000 .000 -.088 .000
KE2 .000 .000 .000 .012 .000
KE1 .000 .000 .000 .070 .000
BA1 .428 .000 .000 .000 .000
BA2 .514 .000 .000 .000 .000
BA3 .618 .000 .000 .000 .000
BA4 .546 .000 .000 .000 .000
BA5 .530 .000 .000 .000 .000
PQ1 .000 .517 .000 .000 .000
PQ2 .000 .547 .000 .000 .000
PQ3 .000 .561 .000 .000 .000
PQ4 .000 .584 .000 .000 .000
Source: Amos
Trust directly affects the Purchasing Decision.

Tabel 4. Standardized Indirect Effects

BA PQ PV KE KP
KE .000 .000 .000 .000 .000
KP -.530 -1.566 -1.552 .000 .000
KP5 -.015 .021 -.011 -.063 .000
KP4 .031 -.044 .022 .131 .000
KP3 .227 -.325 .163 .971 .000
KP2 -.049 .070 -.035 -.210 .000
KP1 -.012 .017 -.009 -.051 .000
KE5 .013 .038 .037 .000 .000
KE4 -.051 -.151 -.149 .000 .000
KE3 -.021 -.061 -.060 .000 .000
KE2 .003 .008 .008 .000 .000
KE1 .016 .049 .048 .000 .000
BA1 .000 .000 .000 .000 .000

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 Indawati Lestari, Nasib, Sabaruddin Chaniago, An Suci Azzahra and Ihsan Effendi

BA PQ PV KE KP
BA2 .000 .000 .000 .000 .000
BA3 .000 .000 .000 .000 .000
BA4 .000 .000 .000 .000 .000
BA5 .000 .000 .000 .000 .000
PQ1 .000 .000 .000 .000 .000
PQ2 .000 .000 .000 .000 .000
PQ3 .000 .000 .000 .000 .000
PQ4 .000 .000 .000 .000 .000
Brand Awareness, Perceived Value and Perceived Quality indirectly influence trust. But it
has no effect on job satisfaction.

Tabel 5. Standardized Total Effects

BA PQ PV KE KP
KE .234 .691 .684 .000 .000
KP -.530 .758 -.380 -2.267 .000
KP5 -.015 .021 -.011 -.063 .028
KP4 .031 -.044 .022 .131 -.058
KP3 .227 -.325 .163 .971 -.428
KP2 -.049 .070 -.035 -.210 .093
KP1 -.012 .017 -.009 -.051 .023
KE5 .013 .038 .037 .054 .000
KE4 -.051 -.151 -.149 -.218 .000
KE3 -.021 -.061 -.060 -.088 .000
KE2 .003 .008 .008 .012 .000
KE1 .016 .049 .048 .070 .000
BA1 .428 .000 .000 .000 .000
BA2 .514 .000 .000 .000 .000
BA3 .618 .000 .000 .000 .000
BA4 .546 .000 .000 .000 .000
BA5 .530 .000 .000 .000 .000
PQ1 .000 .517 .000 .000 .000
PQ2 .000 .547 .000 .000 .000
PQ3 .000 .561 .000 .000 .000
PQ4 .000 .584 .000 .000 .000
Source: Amos
Based on the picture above it is known that all exogenous variables affect endogenous in
total. The results of the total influence show that the biggest influence in total on trust is the
Perceived Value of 0.691, while the biggest influence in total on the purchasing decision is the
Perceived Quality of 0.758.

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 Trust Identification and Smartphone Purchase Decisions (Structural Equation Modeling
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Tabel 6. Estimated results of CR (Critical Ratio) and P-Value

Estimate S.E. C.R. P Label
KE <--- BA .042 .077 .546 .585 par_21
KE <--- PV .089 .109 .812 .417 par_22
KE <--- PQ .079 .097 .813 .416 par_25
KP <--- PQ .092 .348 .263 .792 par_23
KP <--- KE -.783 3.207 -.244 .807 par_24
KP <--- PV .052 .220 .238 .812 par_26
PV5 <--- PV 1.000
PV4 <--- PV .881 .173 5.092 *** par_1
PV3 <--- PV .967 .177 5.451 *** par_2
PV2 <--- PV 1.088 .184 5.905 *** par_3
PV1 <--- PV .968 .180 5.375 *** par_4
PQ5 <--- PQ 1.000
PQ4 <--- PQ .969 .171 5.680 *** par_5
PQ3 <--- PQ .945 .170 5.547 *** par_6
PQ2 <--- PQ .813 .149 5.465 *** par_7
PQ1 <--- PQ .830 .158 5.264 *** par_8
BA5 <--- BA 1.000
BA4 <--- BA .969 .201 4.819 *** par_9
BA3 <--- BA 1.133 .224 5.053 *** par_10
BA2 <--- BA .989 .212 4.673 *** par_11
BA1 <--- BA .870 .208 4.177 *** par_12
KE1 <--- KE 1.000
KE2 <--- KE .151 1.100 .137 .891 par_13
KE3 <--- KE -1.187 1.784 -.665 .506 par_14
KE4 <--- KE -2.743 3.384 -.810 .418 par_15
Based on the table above it is known: There is no significant brand awareness of the trust
in Samsung products, where the probability value is 0.585 > 0.05, so it is known that brand
awareness does not significantly affect trust. There is no significant perceived value of trust in
Samsung products, where the probability value is 0.417 > 0.05 so that it is known that perceived
value does not significantly affect trust. There is no significant effect of perceived quality on
trust in Samsung products, where the probability value is 0.416 > 0.05, so perceived quality
does not significantly affect trust against purchasing decisions on Samsung products, where the
probability value is 0.812 > 0.05 so that it is known that perceived value does not significantly
influence purchasing decisions. There is no significant effect of perceived quality on
purchasing decisions in Samsung, where the probability value is 0.792 > 0.05, so it is known
that perceived quality does not significantly influence purchasing decisions. There is no
significant influence on a trustworthiness in purchasing decisions on Samsung products, where
the probability value is 0.807 > 0.05, so it is known that trust does not significantly influence
decisions purchase.
The results of the analysis using structural equation modeling (SEM) with Amos 22
software prove that there is an insignificant influence of Brand Awareness on Trust in Samsung

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Products. There are differences of opinion that are contrary to what was stated according to
previous research whose research results are that Brand Awareness influences purchasing
decisions. Like the research, the Brand Awareness variable has a positive and significant
influence on trust. The results of the analysis using structural equation modeling (SEM) with
Amos 22 software prove that there is no significant effect of Perceived Value on Trust in
Samsung Products.
The analysis results using structural equation modeling (SEM) with Amos 22 software
prove that there is an insignificant influence of Perceived Quality on Trust in Samsung
Products. There are differences of opinion that contradict what is stated earlier that Perceived
Quality which has a direct influence on trust and is positive. The results of the analysis using
structural equation modeling (SEM) with Amos 22 software prove that there is no significant
effect of the Perceived Value on Purchasing Decisions on Samsung Products. There are
differences of opinion that are contrary to what is stated according to previous research that
Perceived Value has a direct influence on purchasing decisions and is positive.
The results of the analysis using structural equation modeling (SEM) with Amos 22
software prove that there is a significant effect of the Perceived Quality on Purchasing
Decisions on Samsung Products. There are differences of opinion contrary to what is stated
according to previous research that Perceived Quality which has a direct influence on
purchasing decisions and is positive. The results of the analysis using structural equation
modeling (SEM) with Amos 22 software prove that there is no significant effect of Trust in
Purchasing Decisions on Samsung Products. There are differences of opinion contrary to what
is stated according to previous research. The results are that customer trust has a direct
influence on purchasing decisions and is positive. awareness has a significant and positive
effect on trust.
Brand awareness has a significant and positive effect on purchasing decisions. Perceived
value has a significant and positive effect on trust. Perceived value has a significant and positive
effect on purchasing decisions. Perceived quality has a significant and positive effect on trust.
Perceived quality has a significant and positive effect on purchasing decisions. Trust has a
significant and positive effect on purchasing decisions.

5. CONCLUSION
Based on the results of the study the insignificant influence of brand awareness on trust in
Samsung products, so that known brand awareness does not significantly affect trust. Based on
the results of the study there is no significant effect on the perceived value on trust in Samsung
products, so that perceived value does not significantly influence trust. Based on the results of
the study there is no significant effect of perceived quality on trust in Samsung products, so
that perceived quality does not significantly affect trust. Based on the results of the study there
is no significant effect on the perceived value on purchasing decisions on Samsung products
so that it is known that perceived value does not significantly influence purchasing decisions.
Based on the results of the study there is no significant effect of perceived quality on purchasing
decisions on Samsung products, so that perceived quality does not significantly influence
purchasing decisions. Based on the results of the study there is no significant effect of
trustworthiness on purchasing decisions on Samsung products, so it is known that trust does
not significantly influence purchasing decisions.

http://www.iaeme.com/IJCIET/index.asp 1031 [email protected]

 Trust Identification and Smartphone Purchase Decisions (Structural Equation Modeling
Approach)

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