PENGARUH KUALITAS PRODUK, LAYANAN DAN CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN DENGAN KEPERCAYAAN MEREK SEBAGAI VARIABEL MEDIASI (Studi pada Konsumen Fast Food McDonald’s di Kota Malang)

The purpose of this study was to examine and analyze the effect of product/service quality and brand image on purchasing decisions through brand trust as a mediating variable on McDonald's consumers in Malang. The location of the study was conducted in 3 branches of McDonald’s Malang. This type of research is a survey research using accidental sampling techniques and data collection through questionnaires on 200 McDonald's consumers. The data collected was analyzed using Partial Least Square. The results showed that brand trust had a positive and significant effect on purchasing decisions, quality product/service had no significant effect on purchasing decisions, brand image had no significant effect on purchasing decisions, product/service quality had a positive and significant effect on brand trust, brand image had a positive effect and significant to brand trust, there is a positive and significant influence of product/service quality of purchase decisions through brand trust, and there is a positive and significant influence of brand image on purchasing decisions through brand trust