Pengaruh Persepsi Harga, Keragaman Produk Dan Kepercayaan Konsumen Terhadap Keputusan Pembelian (Studi pada Konsumen Produk Alat Kebersihan di UD. Karya Sejati Boyolali)

This study aims to determine the effect of price perception, product diversity and consumer trust on purchasing decisions for cleaning equipment products at UD. Karya Sejati. The type of research used in this research is research with a quantitative approach. The population and samples used in this study were consumers of cleaning equipment products at UD. Karya Sejati. The samples collected in this study were 104 respondents, with accidental sampling as the sampling technique. The data used is primary data, using a questionnaire instrument. Testing the hypothesis in this study used multiple linear regression analysis. The results of the study show that: (1) Price perception has a positive and significant effect on purchasing decisions, so the first hypothesis is proven true. (2) Product diversity has an effect on purchasing decisions, so the second hypothesis is proven true. (3) Consumer trust has an effect on purchasing decisions, so the tirth hypothesis is proven true. (4) Price perception has the most dominant influence on purchasing decisions, compared to the consumer confidence and product diversity