PENGARUH BRAND AUTHENTICITY TERHADAP BEHAVIORAL INTENTIONS DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA SEPATU VANS
(1)
(*) Corresponding Author
Abstract
Tujuan dari dilaksanakannya penelitian ini adalah untuk menganalisis pengaruh dari Brand Authenticity terhadap Behavioral Intention pada sepatu Vans dan dimediasi oleh Brand Trust. Pengumpulan data untuk penelitian ini dilakukan dengan cara survey secara langsung di Universitas Kristen Petra dan secara online melalui Line, Whatsapp, dan Instagram. Jumlah responden yang berhasil diperoleh dan diolah datanya sebesar 101 responden. Responden penelitian adalah pengunjung dan pernah membeli sepatu Vans. Alat yang dilakukan untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square dan menggunakan aplikasi SMART PLS. Hasil dari penelitian tugas akhir ini menunjukkan bahwa Brand Authenticity berpengaruh terhadap Behavioral Intention secara signifikan, sedangkan Brand Authenticity berpengaruh terhadap Brand Trust secara signifikan, sedangkan Brand Trust tidak berpengaruh secara signifikan dengan Behavioral Intention, dan Brand Trust tidak memiliki peran mediasi pada Brand Authenticity terhadap Behavioral Intention
Keywords
Full Text:
PDFReferences
Alan, A. K., & Kabadayı, E. T. (2014). Quality Antecedents of Brand Trust and Behavioral Intention. Procedia - Social and Behavioral Sciences, 150, 619–627. https://doi.org/10.1016/j.sbspro.2014.09.081
Atmaja, N. P. C. D., & Menuh, N. N. (2019). Peran Mediasi Brand Trust Pada Pengaruh Brand Image Terhadap Keputusan Pembelian Secara Online. Prosiding, (1), 1-12.
Beverland, M., & Luxton, S. (2005a). Managing integrated marketing communication (imc) through strategic decoupling: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past. Journal of Advertising, 34(4), 103–116. https://doi.org/10.1080/00913367.2005.10639207
Beverland, M., & Luxton, S. (2005b). Managing integrated marketing communication (imc) through strategic decoupling: How Luxury Wine Firms Retain Brand Leadership While Appearing to Be Wedded to the Past. Journal of Advertising, 34(4), 103–116. https://doi.org/10.1080/00913367.2005.10639207
Bruhn, M., Schoenmüller, V., Schäfer, D., & Heinrich, D. (n.d.). Brand Authenticity: Towards a Deeper Understanding of Its Conceptualization and Measurement. In Advances in Consumer Research (Vol. 40).
Choi, S. H. (2012). The effects of brand trust dimensions on consumers’ economic and
social loyalty behavior. Consumption Culture Study, 15(2), 171–188.
Gagan Indonesia Pailit, Apa Kata Quiksilver? (n.d.). Retrieved March 19, 2023, from https://lifestyle.kompas.com/read/2017/06/03/145151220/gagan.indonesia.pailit.apa.kata.quiksilver
Gagan Indonesia terima status pailit. (n.d.). Retrieved March 19, 2023, from https://nasional.kontan.co.id/news/gagan-indonesia-terima-status-pailit
Hair, J., Hollingsworth, C. L., Randolph, A. B., & Chong, A. Y. L. (2017). An updated and expanded assessment of PLS-SEM in information systems research. Industrial Management & Data Systems.
Harga Sepatu Vans dan Sejarahnya... Halaman all - Kompas.com. (n.d.). Retrieved March 19, 2023, from https://www.kompas.com/tren/read/2022/08/11/133000265/harga-sepatu-vans-dan-sejarahnya-?page=all
Henseler, J. (2017). Partial least squares path modeling. In Advanced methods for modeling markets (pp. 361–381). Springer. https://doi.org/10.1007/978-3-319- 53469-5_12
Hernandez-Fernandez, A., & Lewis, M. C. (2019). Brand authenticity leads to perceived value and brand trust. European Journal of Management and Business Economics, 28(3), 222–238. https://doi.org/10.1108/EJMBE-10-2017-0027
Hore! Vans Kembali Hadir di Indonesia. (n.d.). Retrieved March 19, 2023, from https://lifestyle.kompas.com/read/2017/09/01/111500120/hore-vans-kembali-hadir-di-indonesia
Huang, C., & Guo, R. (2021). The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric. Journal of Brand Management, 28(1), 60–76. https://doi.org/10.1057/s41262-020-00213-7
Jalil, N. A. A., Fikry, A., & Zainuddin, A. (2016). The Impact of Store Atmospherics, Perceived Value, and Customer Satisfaction on Behavioural Intention. Procedia Economics and Finance, 37, 538–544. https://doi.org/10.1016/s2212-5671(16)30162-9
Jogiyanto, H. (2018). Metoda Pengumpulan dan Teknik Analisis Data. Penerbit Andi
Kotler, P. d. (2011). Manajeman Pemasaran. Jakarta: Penerbit Erlangga.
Khamwon, A., & Suthiprapha, N. (2017). Proceedings of the Universal Academic Cluster International Summer Conference in Hokkaido. https://www.researchgate.net/publication/354386925
Kim, S. H., Song, M. K., & Shim, C. (2020). Storytelling by medical tourism agents and its effect on trust and behavioral intention. Journal of Travel and Tourism Marketing, 37(6), 679–694. https://doi.org/10.1080/10548408.2020.1795046
Kuncoro, M. (2003). Metode Riset untuk ekonomi dan bisnis. Erlangga.
Malhotra, N., Nunan, D., & Birks, D. (2017). Marketing research: An applied approach (5thed.). Pearson. http://www.pearsoned.co.uk/bookshop/detail.asp?item=b 100000000589380
Moorman, C., Zaltman, G., & Deshpande, R. (1992). Relationships between providers
and users of market research: The dynamics of trust within and between
organizations. Journal of marketing research, 29(3), 314-328.
Park, J. A., Sung, J. M., Son, J. M., Na, K., & Kim, S. K. (2019). Athletes’ brand equity, spectator satisfaction, and behavioral intentions. Asia Pacific Journal of Marketing and Logistics, 31(2), 541–558. https://doi.org/10.1108/APJML-05-2018-0176
Portal, S., Abratt, R., & Bendixen, M. (2019). The role of brand authenticity in developing brand trust. Journal of Strategic Marketing, 27(8), 714–729. https://doi.org/10.1080/0965254X.2018.1466828
Praswati, A. N., Wardani, N. M., & Rohim, M. (2021). Journal of Indonesian Tourism and Development Studies [145. J. Ind. Tour. Dev. Std, 9(3). https://doi.org/10.21776/ub.jitode.2021.009.03.01
Rasoolimanesh, S. M., & Ali, F. (2018). Partial least squares-structural equation modeling in hospitality and tourism. Journal of Hospitality and Tourism Technology, 9(3), 238–248.
Ricky Aditya, A. W. (2016). Pengaruh perceived usefulness dan perceived ease of use terhadap behavioral intention dengan pendekatan Technology Acceptance Model (TAM) pada pengguna Instant Messaging LINE di Indonesia. 20, 24-32.
Schallehn, M., Burmann, C., & Riley, N. (2014). Brand authenticity: Model development and empirical testing. Journal of Product and Brand Management, 23(3), 192–199. https://doi.org/10.1108/JPBM-06-2013-0339
Sichtmann, C. (2007). An analysis of antecedents and consequences of trust in a corporate brand. European Journal of Marketing, 41(9–10), 999–1015. https://doi.org/10.1108/03090560710773318
Sugiyono. (2015). Metode Penelitian Pendidikan (Pendekatan Kuantitatif, Kualitatif dan R&D). Alfabeta
Sugiyono. (2017). Metode penelitian kuantitatif, kualitatif dan kombinasi (mixed
methods). Alfabeta.
Sugiyono. (2018). Metode Penelitian Pendidikan : Pendekatan Kuantitatif, Kualitatif R&D). Alfabeta
Taherdoost, H. (2016). Sampling methods in research methodology; how to choose a sampling technique for research. How to choose a sampling technique for research (April 10, 2016).
Terungkap 6 Alasan Kenapa Sepatu Vans Begitu Banyak Diminati. (n.d.). Retrieved March 19, 2023, from https://www.priceza.co.id/guide/Harga-Sepatu-Vans/1218
Tips Membedakan Sepatu Vans Original dan KW – Ncr Media. (n.d.). Retrieved March 19, 2023, from https://www.ncrsport.com/berita/2021/03/04/tips-membedakan-sepatu-vans-original-dan-kw/
Vans Indonesia Tutup? Ini Dia Penyebab Bangkrutnya Distributor Vans di Indonesia - Semua Halaman - Hai. (n.d.). Retrieved March 19, 2023, from https://hai.grid.id/read/07595630/vans-indonesia-tutup-ini-dia-penyebab-bangkrutnya-distributor-vans-di-indonesia?page=all
Xu, W., Jung, H., & Han, J. (2022). The Influences of Experiential Marketing Factors on Brand Trust, Brand Attachment, and Behavioral Intention: Focused on Integrated Resort Tourists. Sustainability (Switzerland), 14(20). https://doi.org/10.3390/su142013000
Refbacks
- There are currently no refbacks.