Dampak Brand Awareness Dan Brand Image Terhadap Purchase Decision Dengan Brand Trust Sebagai Variabel Intervening Pada P.T. Sukses Pratama Jaya, Jakarta
Keywords:
Brand Awareness; Brand Image; Brand Trust; Purchase Decision; Mediating Variable; Consumer Behavior.Abstract
Penelitian ini bertujuan menganalisis pengaruh kesadaran merek (KM) dan citra merek (CM) terhadap keputusan pembelian (KP), dengan kepercayaan merek (KPM) sebagai variabel intervening pada konsumen Supra Djaya di PT Sukses Pratama Jaya, Jakarta. Penelitian ini menggunakan metode kuantitatif deskriptif-asosiatif. Karena populasi tidak diketahui, sampel ditentukan dengan rumus Lemeshow sebesar 384,16 dan dibulatkan menjadi 385 responden. Analisis menggunakan SEM-PLS melalui SmartPLS 4. Estimasi hasil menunjukkan KM berpengaruh terhadap KPM (β=0,621; t=8,716; p<0,001) dan KP (β=0,490; t=5,501; p<0,001). CM berpengaruh terhadap KPM (β=0,424; t=4,896; p<0,001) dan KP (β=0,466; t=6,391; p<0,001). KPM berpengaruh terhadap KP (β=0,248; t=2,456; p=0,014). KPM memediasi KM terhadap KP (β=0,154; p=0,028), tetapi tidak memediasi CM terhadap KP (β=0,105; p=0,053).
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