PENGARUH PERCEIVED PRICE, TRUST DAN BRAND IMAGE TERHADAP PURCHASE INTENTION BRAND WEIHONG
(1)
(*) Corresponding Author
Abstract
Marcel Antonio Usmantara:
Skripsi
Pengaruh Perceived Price, Brand Image, dan Trust terhadap Purchase Intention dari Brand Wei Hong
Penelitian ini dilakukan untuk mengetahui pengaruh Brand Image, Perceived Price, Trust terhadap Purchase Intention dari brand Wei Hong. Pengambilan data didapatkan melalui Google Form dengan teknik analisis kuantitatif uji pengaruh. Kemudian diolah dengan menggunakan Partial Least Square (SmartPLS). Penelitian ini melibatkan 122 responden konsumen Wei Hong. Variabel penelitian Brand Image diukur dengan 3 indikator, Perceived Price diukur dengan 3 indikator, dan Purchase Intention diukur dengan 3 indikator, dan Trust diukur dengan 2 indikator. Hasil penelitian membuktikan bahwa Brand Image dan Perceived Price memiliki pengaruh langsung terhadap Purchase Intention. Hasil pengujian dari Trust tidak berpengaruh terhadap Purchase Intention. Oleh karena itu Wei Hong harus mempertahankan dan bahkan meningkatkan secara positif Brand Image, Perceived Price, dan Trust sehingga Purchase Intention calon konsumen dapat meningkat.
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