Pengaruh Niat Beli Pelanggan Uniqlo di Jakarta

Edwin Handoko (Universitas Tarumanagara)
Hetty Karunia Tunjungsari (Universitas Tarumanagara)

Jurnal Manajerial Dan Kewirausahaan
Vol. 5 No. 2 (2023): Jurnal Manajerial dan Kewirausahaan

Penelitian ini bertujuan untuk mengetahui pengaruh brand credibility, perceived value, dan brand identification pada purchase intention Uniqlo di Jakarta yang dimediasi oleh customer satisfaction. Penelitian ini menggunakan non-probability sampling melalui convenience sampling untuk memperoleh 200 responden yang pernah berbelanja di Uniqlo. Pengumpulan data dilakukan secara online dengan menggunakan kuesioner melalui google form. Data dalam penelitian ini dianalisis menggunakan PLS-SEM dengan aplikasi pengolahan data SmartPLS 4.0. Hasil penelitian ini menunjukkan bahwa brand credibility dapat mempengaruhi customer satisfaction, perceived value dapat mempengaruhi customer satisfaction, brand identification dapat mempengaruhi customer satisfaction. brand credibility dapat mempengaruhi purchase intention, perceived value dapat mempengaruhi purchase intention, brand identification dapat mempengaruhi purchase intention. Kemudian brand credibility, dapat mempengaruhi purchase intention melalui customer satisfaction, perceived value dapat mempengaruhi purchase intention melalui customer satisfaction, brand identification dapat mempengaruhi purchase intention melalui customer satisfaction. This research is conducted to know the effect of brand credibility, perceived value, and brand identification on purchase intention mediating effect of customer satisfaction. This research used non probability sampling through convenience sampling to obtain 200 respondent which are Uniqlo customers. Data are collected online through a questionnaire that was distributed by google form. The data in this study were analyzed using PLS-SEM with the SmartPLS 4.0 data processing application. The result of this research are brand credibility can effect customer satisfaction, perceived value can effect customer satisfaction, brand identification can effect customer satisfaction, brand credibility can effect purchase intention, perceived value can effect purchase intention, brand identification can effect purchase intention. And then brand credibility can effect purchase intention through customer satisfaction, perceived value can effect purchase intention through customer satisfaction, brand identification can effect purchase intention through customer satisfaction.