Pengaruh Brand Image, Brand Experience, Melalui Brand Trust terhadap Purchase Intention Smartphone

Lorents, Kennt
Nawawi, M. Tony

Jurnal Manajerial Dan Kewirausahaan
Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan

Tujuan dari penelitian ini adalah untuk menguji pengaruh brand image dan brand experience terhadap purchase intention serta menguji brand trust sebagai mediasi antara brand image dan brand experience terhadap purchase intention. Populasi dari penelitian ini adalah 120 pengguna smartphone Xiaomi di Jakarta. Metode purposive sampling digunakan dengan cara menyebarkan kuisioner secara online dan diolah menggunakan partial leastsquare structural equation modeling (PLS-SEM) pada program Smartpls 4. Hasil dari penelitian ini adalah brand image dan brand experience dapat mempengaruhi brand trust, kemudian brand trust dapat mempengaruhi purchase intention. Brand image dan brand experience dapat mempengaruhi purchase intention dengan atau tanpa melalui mediasi brand trust. partial least square structural equation modeling (PLS-SEM) pada program Smartpls 4. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh secara positif dan signifikan terhadap purchase intention, brand experience berpengaruh secara positif dan signifikan terhadap purchase intention, brand image berpengaruh secara positif dan signifikan terhadap brand trust, brand experience berpengaruh secara positif dan signifikan terhadap brand trust, brand trust secara positif dan signifikan dapat memediasi pengaruh brand image terhadap purchase intention, brand trust secara positif dan signifikan dapat memediasi pengaruh brand experience terhadap purchase intention, dan brand trust berpengaruh secara positif dan signifikan terhadap purchase intention. The purpose of this study was to examine the effect of brand image and brand experience on purchase intention and brand trust as a mediator between brand image and brand experience on purchase intention. The population of this study was 120 Xiaomi smartphone users in Jakarta. The purposive sampling method was used by distributing online questionnaires and processing using partial least squares structural equation modeling (PLS-SEM) in the Smartpls 4 program. The results of this study are that brand image and brand experience can affect brand trust, then brand trust can affect purchase intention. Brand image and brand experience can affect purchase intention with or without the mediation of brand trust. The results of this study indicate that brand image has a positive and significant effect on purchase intention, brand experience has a positive and significant effect on purchase intention, brand image has a positive and significant effect on brand trust, brand experience has a positive and significant effect on brand trust, brand trust can positively and significantly mediate the influence of brand image on purchase intention, brand trust can positively and significantly mediate the influence of brand experience on purchase intention, and brand trust has a positive and significant influence on purchase intention.