Peran Brand Trust dalam Memediasi Pengaruh Religious-Centric Product Strategy dan Customer Perceived Value terhadap Purchase Intention Pada Produk Fesyen Syariah di Bandar Lampung
DOI:
https://doi.org/10.32493/drb.v8i6.54086Keywords:
Religious-Centric Product Strategy; Customer Perceived Value; Brand Trust; Purchase Intention; Fesyen Syariah.Abstract
Perkembangan pesat industri fesyen syariah di Indonesia menghadapi tantangan rendahnya Purchase Intention konsumen terhadap produk lokal. Penelitian ini bertujuan menguji peran mediasi Brand Trust dalam mengintegrasikan Religious-Centric Product Strategy dan Customer Perceived Value terhadap Purchase Intention. Penelitian kuantitatif ini menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) pada 100 responden konsumen fesyen syariah di Bandar Lampung melalui teknik purposive sampling. Hasil analisis jalur dan mediasi menunjukkan bahwa: Religious-Centric Product Strategy tidak berpengaruh signifikan terhadap Purchase Intention secara langsung (original sampel = 0,006; p values =0,954), namun berpengaruh positif signifikan terhadap Brand Trust (original sampel = 0,348; p=0,000). Customer Perceived Value berpengaruh positif dan signifikan terhadap Brand Trust (original sampel = 0,535; p=0,000) dan Purchase Intention secara langsung (original sampel = 0,419; p=0,000). Brand Trust terbukti menjadi variabel mediasi penuh dan parsial yang signifikan dalam pengaruh tidak langsung Religious-Centric Product Strategy (original sampel =0,119; p=0,009) dan Customer Perceived Value (original sampel =0,120; p=0,012) terhadap Purchase Intention. Secara keseluruhan, model struktural menunjukkan bahwa Religious-Centric Product Strategy , Customer Perceived Value , dan Brand Trust mampu menjelaskan 45,7% varian Purchase Intention (R-Square=0,457). Simpulannya, peningkatan niat beli konsumen sangat ditentukan oleh tingkat kepercayaan terhadap merek, yang bertindak sebagai jembatan penting antara strategi religius dan persepsi nilai. Temuan ini mengimplikasikan bahwa pelaku usaha fesyen syariah perlu memprioritaskan pembangunan Brand Trust yang konsisten (melalui strategi religius dan peningkatan nilai konsumen) sebagai kunci untuk mengkonversi potensi pasar menjadi niat beli yang nyata.
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