The findings reveal that consumers do not make purchasing decisions based solely on previous experiences with products or services. Instead, trust in the company and positive attitudes toward its offerings play a far more significant role in encouraging both purchase intention and actual purchasing behavior.
The study comes at a time when businesses face increasingly intense competition in the digital era. With consumers having access to abundant information, online reviews, and alternative products, understanding what truly drives purchasing decisions has become essential for business success.
Understanding Consumer Behavior in a Competitive Marketplace
The rapid development of digital technology has transformed how consumers search for information, evaluate products, and make purchasing decisions. Modern consumers are more informed, more selective, and more likely to compare alternatives before making a purchase.
In this environment, companies must understand the psychological factors that influence customer behavior. Consumer trust, consumer experience, and consumer attitude are widely recognized as critical elements in determining whether potential customers eventually become buyers.
According to the researchers, examining the relationships among these factors provides valuable insights that can help businesses design more effective and customer-centered marketing strategies.
Surveying Customers of CV. Suara Mandiri Tegal
The study collected data from customers of CV. Suara Mandiri Tegal through a structured survey. The researchers analyzed the relationships among five key variables:
- Consumer trust
- Consumer experience
- Consumer attitude
- Purchase intention
- Purchasing decisions
The analysis explored both direct and indirect relationships among these variables, with particular attention given to the role of purchase intention as a bridge between consumer perceptions and actual buying decisions.
The results showed that the research model had strong predictive power. Consumer trust, experience, and attitude explained a substantial portion of purchase intention, while the combination of all variables significantly contributed to explaining purchasing decisions.
Consumer Trust Plays the Most Important Role
One of the study’s most significant findings is the dominant influence of consumer trust on purchase intention.
Compared with other factors, trust demonstrated the strongest effect in increasing consumers’ willingness to buy products or services. Customers who trusted the quality of products, the credibility of the company, and the reliability of its services were significantly more likely to develop purchase intentions.
The researchers found that trust serves as the foundation for consumer confidence during the decision-making process. When customers believe that a company will deliver on its promises, they become more comfortable making purchasing commitments.
In addition to trust, both consumer experience and consumer attitude were found to positively influence purchase intention. Positive experiences and favorable perceptions of a company contribute to stronger interest in making a purchase.
According to Istiq Aulia Narendri and colleagues, purchase intention develops through a combination of rational evaluations and emotional responses. Consumers consider not only product functionality but also their feelings and experiences associated with a brand.
Purchase Intention and Positive Attitudes Lead to Actual Purchases
When examining actual purchasing decisions, the researchers identified three significant drivers:
- Consumer trust
- Consumer attitude
- Purchase intention
Among these variables, purchase intention emerged as one of the strongest predictors of actual buying behavior. Consumers who express a strong intention to purchase are much more likely to complete the transaction.
Positive consumer attitudes also play an important role. Customers who hold favorable perceptions of a company or its products tend to make purchasing decisions more confidently and with less hesitation.
These findings suggest that businesses should not only focus on generating awareness but also on cultivating trust and positive attitudes that can translate into concrete purchasing actions.
Consumer Experience Influences Purchases Indirectly
Another noteworthy finding is that consumer experience does not directly influence purchasing decisions.
While positive customer experiences are important, they do not automatically lead to repeat purchases or immediate buying behavior. Instead, consumer experience first contributes to the development of purchase intention, which then affects purchasing decisions.
In other words, experience acts as an indirect influence rather than a direct trigger of purchases.
This finding suggests that businesses cannot rely solely on providing satisfactory customer experiences. They must also ensure that those experiences generate genuine interest and desire to purchase through effective communication and value creation.
The study highlights the importance of transforming positive experiences into meaningful customer relationships that ultimately encourage purchasing behavior.
Implications for Businesses and Marketing Strategies
The findings offer several practical lessons for companies seeking to improve sales performance and customer loyalty.
The researchers recommend that businesses prioritize strategies aimed at building and maintaining consumer trust. Key actions include:
- Maintaining consistent product and service quality.
- Providing transparent and honest information.
- Delivering responsive customer service.
- Building long-term relationships with customers.
- Creating positive and memorable customer experiences.
According to Istiq Aulia Narendri, Gunistiyo, and Ahmad Hanfan of Universitas Peradaban, consumer trust and positive attitudes exert the strongest influence on purchasing decisions. As a result, modern marketing strategies should extend beyond promotional activities and focus on establishing lasting emotional connections and credibility with customers.
As competition intensifies across industries, the study demonstrates that trust remains one of the most valuable assets a company can develop. Businesses that successfully earn consumer confidence are more likely to generate stronger purchase intentions, higher sales, and long-term customer loyalty.
Author Profiles
Istiq Aulia Narendri, S.M. is a researcher whose academic interests focus on consumer behavior, marketing, and purchasing decisions.
Gunistiyo, S.E., M.M. is a lecturer and researcher at Universitas Peradaban specializing in marketing management, marketing strategy, and consumer behavior.
Ahmad Hanfan, S.E., M.M. is an academic and researcher at Universitas Peradaban with expertise in marketing, business management, and marketing performance development.
Research Source
Narendri, Istiq Aulia; Gunistiyo; & Hanfan, Ahmad. (2026). The Influence of Consumer Trust, Consumer Experience and Consumer Attitude on Purchase Decisions, with Purchase Intention as a Mediating Variable at CV. Suara Mandiri Tegal. International Journal of Management and Business Intelligence (IJBMI), Vol. 4 No. 3, pp. 397–412.
DOI: https://doi.org/10.59890/ijmbi.v4i3
Journal: International Journal of Management and Business Intelligence (IJBMI), 2026.
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