Effectiveness Strategy Branding PT Intervisual In Improving Consumer Trust
Abstract
This study aims to analyze the effectiveness of PT Intervisual's branding strategy in enhancing consumer trust. PT Intervisual is a company operating in the contracting and interior design sector, facing increasingly intense competition within the industry. This research employs a quantitative approach to measure how various elements of the company's branding strategy influence consumer perceptions and trust. Data were collected through questionnaires distributed to 30 consumers who have been clients of PT Intervisual within the past three years. The measured variables include brand awareness, perceived quality, brand identity, brand loyalty, and three key aspects of consumer trust: trust in service quality, company credibility, and company commitment. The findings indicate that PT Intervisual's branding strategy is effective, demonstrated by high scores in brand awareness (4.0), perceived quality (4.1), brand identity (3.8), brand loyalty (3.6), trust in service quality (4.2), and trust in both company credibility and commitment (4.0 each). This study concludes that a strong and consistent branding strategy plays a crucial role in establishing and maintaining consumer trust. By enhancing loyalty programs, continuously improving service quality, and strengthening brand identity, PT Intervisual can strengthen its market position and achieve sustainable long-term growth.
Keywords: Branding, Branding Strategy, Consumer Trust, PT Intervisual , Interior Design, Contractor.
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HUMANIS (Humanities, Management and Science Proceedings) is a national peer reviewed and open access journal that publishes significant and important research from all area of agroindustry.
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