PENGARUH BRAND PERSONALITY DAN BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN (Studi Kasus Butik Meccanism)

Penelitian ini bertujuan untuk mengetahui pengaruh brand personality dan brand trust terhadap keputusan pembelian butik Meccanism. Indikator yang digunakan untuk mengukur brand personality antara lain sincerity,excitement, competence, dan sophistication. Pengolahan data dilakukan melalui pendekatan Structural Equation Modelling (SEM) dengan sampel sebanyak 100 responden. Hasil penelitian menunjukkan bahwa terdapat pengaruh positif antara brand personality terhadap brand trust, brand trust terhadap keputusan pembelian,dan pengaruh tidak langsung brand personality terhadap keputusan pembelian melalui brand trust. Sementara secara langsung brand personality tidak terbukti berpengaruh terhadap keputusan pembelian.This research aims to figure out the influence of brand personality and brand trust on purchasing decisions of Meccanism Boutique. The indicators that used to measure the brand personality are sincerity,excitement,competence,and sophistication. The data processing is done through Structural Equation Modeling (SEM) approach with a sample of one hundred respondents. The results showed that there is a positive influence of brand personality on the brand trust, and there is an influence of brand trust on purchasing decisions, and indirect influence of brand personality on purchasing decisions through the brand trust. While directly, the brand personality is not proven to have an effect on purchasing decisions.