MEMBANGUN BRAND TRUST DAN PURCHASE DECISION PRODUK PARFUM LOKAL: ANALISIS PERAN BRAND IMAGE, ELECTRONIC WORD OF MOUTH DAN PRODUCT QUALITY

NAMIRA PUTRI RINJANI, . (2025) MEMBANGUN BRAND TRUST DAN PURCHASE DECISION PRODUK PARFUM LOKAL: ANALISIS PERAN BRAND IMAGE, ELECTRONIC WORD OF MOUTH DAN PRODUCT QUALITY. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi keputusan pembelian produk parfum lokal Mykonos di wilayah Kota Administrasi Jakarta. Fokus utama penelitian adalah mengkaji hubungan antara brand image, electronic word of mouth (EWOM), product quality, dan brand trust terhadap purchase decision. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data melalui kuesioner yang berisi pertanyaan dengan skala penilaian. Kuesioner disebarkan secara daring melalui berbagai platform media sosial, seperti Instagram, TikTok, serta WhatsApp. Populasi dalam penelitian ini adalah individu berusia 15–40 tahun yang telah membeli dan menggunakan produk parfum lokal Mykonos. Teknik pengambilan sampel menggunakan metode non-probability sampling, dengan total responden sebanyak 261 orang. Analisis data dilakukan dengan metode Structural Equation Modeling (SEM) menggunakan perangkat lunak AMOS. Penelitian ini mempunyai tujuan untuk membuktikan hipotesis yang dirancang mengenai adanya pengaruh variabel independen terhadap variabel dependen yaitu purchase decision. Hasil penelitian menunjukkan bahwa brand image, electronic word of mouth (EWOM), dan product quality berpengaruh positif dan signifikan terhadap brand trust. Selain itu, hasil penelitian juga menunjukkan bahwa brand image, product quality, dan brand trust berpengaruh positif dan signifikan terhadap purchase decision. Oleh karena itu, penelitian ini diharapkan dapat memberikan wawasan mengenai pengaruh masing-masing variabel terhadap keputusan pembelian produk parfum lokal Mykonos dan dapat menjadi wawasan baru untuk industri produk parfum lokal di Indonesia. **** This study aims to analyze the factors influencing purchasing decisions for Mykonos local perfume products in the Jakarta City Administration. The main focus of the study is to examine the relationship between brand image, electronic word of mouth (EWOM), product quality, and brand trust on purchase decisions. This study uses a quantitative approach, with data collection through a questionnaire containing questions with a rating scale. The questionnaire was distributed online through various social media platforms, such as Instagram, TikTok, and WhatsApp. The population in this study were individuals aged 15–40 years who have purchased and used Mykonos local perfume products. The sampling technique used a non-probability sampling method, with a total of 261 respondents. Data analysis was conducted using the Structural Equation Modeling (SEM) method using AMOS software. This study aims to prove the designed hypothesis regarding the influence of independent variables on the dependent variable, namely purchase decisions. The results show that brand image, electronic word of mouth (EWOM), and product quality have a positive and significant effect on brand trust. In addition, the results of the study also show that brand image, product quality, and brand trust have a positive and significant effect on purchase decisions. Therefore, this study is expected to provide insight into the influence of each variable on the purchasing decision of local Mykonos perfume products and can be a new insight for the local perfume product industry in Indonesia.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Namira Putri Rinjani .
Date Deposited:	13 Aug 2025 07:38
Last Modified:	13 Aug 2025 07:38
URI:	http://repository.unj.ac.id/id/eprint/60133

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