PENERAPAN VARIABEL TRUST IN A BRAND DAN THREAT EMOTIONS DALAM MEMPENGARUHI CUSTOMER BUYING MOTIVE DECISION

Abstract

ABSTRACT
Not many researches were conducted to examine how emotion influences consumer
decision making. The feeling of fear turns out to be an internal pressure for the consumers
and urges them to reduce the tension by making up a decision. In making a decision to buy,
consumers are always driven by needs or motivation. Many prior researches have proved
the role of various forms of motivation in influencing the judgment that leads to a decision
to buy. Results of several researches showed the significant influence of consumers’ fear
towards their buying decision as they believe that the product is the answer to overcome
their fear. Many articles were explained trust in a brand and threat emotions were
influenced to customer buying motive decision.
Key word : Trust in a brand, Threat Emotions, Customer buying motive decision