Systematic Literature Review: the Effect of Promotion on Purchasing Decisions with Trust as Mediation

Fauziyah Mubaarokah Septiyanti; Nurita Andriani

doi:10.55927/fjas.v4i3.83

Authors

Fauziyah Mubaarokah Septiyanti Universitas Trunojoyo Madura
Nurita Andriani Universitas Trunojoyo Madura

DOI:

https://doi.org/10.55927/fjas.v4i3.83

Keywords:

Promotion, Trust, Purchase Decision

Abstract

The transformation of the business environment that offers convenience for people to make transactions makes customers often choose to decide to buy because of promotional factors that make it easy to find product information. However, because currently the flow of information distribution is getting faster and easier to do, customers also tend to be critical in choosing the products they will use. With this factor, promotions carried out by sellers must be supported by other variables such as trust. This article uses a systematic literature review method which aims to build hypotheses in the next research. The results showed that 1) promotion affects purchasing decisions 2) trust affects purchasing decisions 3) promotion affects purchasing decisions through trust.

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