ANALISA PENGARUH BRAND (AWARENESS, ASSOCIATION & IMAGE) DAN PERCEIVED (QUALITY & VALUE) TERHADAP PURCHASE INTENTION MELALUI PERAN MEDIASI BRAND LOYALTY
Abstrak
Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh brand dan perceived yang mempengaruhi purchase intention terhadap suatu brand smartphone di Kota Batam yang dimediasi oleh brand loyalty. Penelitian ini berfokus pada pengambilan sampel terhadap konsumen yang memiliki niat beli terhadap merek smartphone Iphone, Vivo, Oppo, Xiaomi dan Samsung. Temuan pada penelitian dilakukan terhadap 309 responden yang memiliki minat membeli suatu brand smarphone. Metode analisis data yang digunakan dalam penelitian ini melalui Partial Least Square Structural Equation Modeling (PLS_SEM) dengan bantuan program SmartPLS Versi 3.0. Hasil penelitian menunjukkan pengaruh secara langsung brand loyalty, brand association, dan brand image berpengaruh signifikan terhadap purchase intention, sedangkan brand awareness, perceived quality & perceived value didapati tidak berpengaruh signifikan terhadap purchase intention. Selanjutnya hasil penelitian menunjukkan brand awareness, brand image, perceived value berpengaruh langsung dan signifikan terhadap brand loyalty, sisanya variabel brand association, perceived quality tidak berpengaruh signifikan terhadap brand loyalty. Untuk pengujian tidak langsung didapati brand awareness, brand Image dan perceived value dapat berpengaruh lebih lebih baik terhadap purchase intention melalui mediasi brand loyalty
Referensi
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