PENGARUH BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI INTERVENING VARIABLE: STUDI PADA PENGGUNA MARKETPLACE

SABILLA RAIHANAH, . (2024) PENGARUH BRAND IMAGE DAN PERCEIVED QUALITY TERHADAP PURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI INTERVENING VARIABLE: STUDI PADA PENGGUNA MARKETPLACE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh brand image terhadap purchase intention, pengaruh perceived quality terhadap purchase intention, pengaruh brand trust terhadap purchase intention, pengaruh brand image terhadap brand trust, pengaruh perceived quality terhadap brand trust, pengaruh brand image terhadap purchase intention dengan brand trust sebagai variabel intervening, pengaruh perceived quality terhadap purchase intention dengan brand trust sebagai variabel intervening penelitian pada pengguna marketplace di Jakarta. Metode survei dengan instrumen berupa kuesioner merupakan metode pengumpulan data yang digunakan peneliti dengan menggunakan teknik non-probability sampling. Sampel penelitian ini adalah 222 responden yang pernah menggunakan Shopee dan merupakan warga Jakarta yang berusia minimal 17 tahun. Analisis data menggunakan SPSS versi 26 dan SEM (Stuctural Equation Model) dari software AMOS versi 26 untuk mengolah dan menganalisis data penelitian. Hasil penelitian ini menunjukkan: 1) brand image berpengaruh signifikan terhadap purchase intention 2) perceived quality berpengaruh signifikan terhadap purchase intention 3) brand trust tidak berpengaruh signifikan terhadap purchase intention 4) brand image berpengaruh signifikan terhadap brand trust 5) perceived quality berpengaruh signifikan terhadap brand trust 6) brand trust sebagai intervening tidak mampu mempengaruhi brand image terhadap purchase intention 7) brand trust sebagai intervening tidak mampu mempengaruhi perceived quality terhadap purchase intention. ***** This study aims to determine the effect of brand image on purchase intention, the effect of perceived quality on purchase intention, the effect of brand trust on purchase intention, the effect of brand image on brand trust, the effect of perceived quality on brand trust, the effect of brand image on purchase intention with brand trust as intervening variable, the effect of perceived quality on purchase intention with brand trust as intervening variable studies on marketplace users in Jakarta. The survey method with an instrument in the form of questionnaire is data collection method used by researchers using non-probability sampling techniques. The sample of this research is 222 respondents who have used Shopee and are citizen of Jakarta aged minimum 17 years. Data analysis used SPSS version 26 and SEM (Stuctural Equation Model) from AMOS version 26 software to process and analyze research data. The result of this study indicate: 1) brand image has signigficant effect on purchase intention 2) perceived quality has significant effect on purchase intention 3) Brand trust doesn’t have significant effect on purchase intention 4) brand image has significant effect on brand trust 5) perceived quality has significant effect on brand trust 6) brand trust as intervening doesn’t able to effect perceived quality to purchase intention 7) brand trust as intervening doesn’t able to effect perceived quality to purchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, M.Bus. ; 2). Rahmi, S.E., M.S.M.
Subjects:	Ilmu Sosial > Perdagangan, e-commerce
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 25302 not found.
Date Deposited:	14 Aug 2024 01:56
Last Modified:	14 Aug 2024 01:56
URI:	http://repository.unj.ac.id/id/eprint/49885

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