以品牌信任度为干预变量，品牌形象和名人代言对购买决策的影响（日惹 ERIGO 产品案例研究）

Jurnal Cahaya Mandalika ISSN 2721-4796 (online) Pub Date : 2024-01-10 DOI:10.36312/jcm.v5i1.2452

Dela Riannisa Rahayu, Putri Dwi Cahyani, Agus Dwi Cahya, P. Manajemen, Fakultas Ekonomi, Universitas Sarjanawiyata, Tamansiswa

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引用次数: 0

摘要

摘要本研究旨在通过对日惹 Erigo 产品的品牌信任作为干预变量，确定品牌形象和名人代言对购买决策的影响。本研究通过在日惹抽取 108 个 Erigo 产品消费者样本进行定量研究。抽样方法为非概率抽样法，采用目的性抽样法。数据收集通过向受访者发送调查链接的方式在线进行。数据使用 IBM SPSS 22 版应用程序进行分析。研究结果表明，品牌形象对品牌信任度有正向影响，影响值为 0.001。其次，名人代言变量对品牌信任有正向影响，其值为 0.000。品牌形象变量对购买决策有正向影响，影响值为 0.000。明星代言变量对购买决策有正向影响，影响值为 0.000。品牌信任变量对购买决策有正向影响，影响值为 0.003。因此，通过品牌信任，品牌形象间接影响购买决策；通过品牌信任，明星代言间接影响购买决策。Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh brand image and celebrity endorsement tergadap purchase decision melaui brand trust sebaga variabel intervening pada produk erigo di Yogyakarata.日惹的 Erigo 品牌产品中的 108 个样本都是经过验证的。抽样方法为非概率抽样，抽样技术为目的性抽样。抽样数据可通过在线方式获取，并可通过链接查询。数据使用 IBM SPSS Versi 22 软件。结果表明，品牌形象对品牌信任度的正面影响为 0.001。名人代言变量对品牌信任度的积极影响为 0.000。品牌形象变量对购买决策的影响为后效应，零为 0.000。名人代言的变量对购买决策具有正向影响，而该值为 0.000。品牌信任度变量对购买决策的积极影响为 0.003。由此可见，品牌形象和品牌信任对购买决策的影响是不同的，而名人代言和品牌信任对购买决策的影响也是不同的。关键词：品牌形象、名人代言、品牌信任、购买决策

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PENGARUH BRAND IMAGE DAN CELEBRITY ENDORSEMENT TERHADAP PURCHASE DECISION DENGAN BRAND TRUST SEBAGAI VARIABEL INTERVENING (STUDI KASUS PADA PRODUK ERIGO DI YOGYAKARTA)

Abstract This research aims to determine the influence of brand image and celebrity endorsement on purchasing decisions through brand trust as an intervening variable in Erigo Yogyakarta products. This research was conducted quantitatively by taking 108 samples of consumers of Erigo products in Yogyakarta. The sampling method is a non-probability method and the sampling method uses purposive sampling. Data collection was carried out online by sending a survey link to respondents. The data was analyzed using the IBM SPSS version 22 application. The results of this research show that brand image has a positive effect on brand trust and the value is 0.001. Second, the celebrity endorsement variable has a positive effect on brand trust with a value of 0.000. The brand image variable has a positive effect on purchasing decisions with a value of 0.000. The celebrity endorsement variable has a positive effect on purchasing decisions with a value of 0.000. The brand trust variable has a positive effect on purchasing decisions with a value of 0.003. Then, through brand trust, brand image indirectly influences purchasing decisions, and through brand trust, celebrity endorsement indirectly influences purchasing decisions. Abstrak Penelitian ini bertujuan untuk mengetahui pengaruh brand image dan celebrity endorsement tergadap purchase decision melaui brand trust sebaga variabel intervening pada produk erigo di Yogyakarata. Penelitian ini bersifat kuantitatif dengan mengambil n 108 sampel pada konsumen produk Erigo di Yogyakarta. Metode pengambilan sampel adalah non probability dan teknik pengambilan sampel menggunakan purposive sampling. Pengumpulan data dilakkukan secara online dengan pengiriman link kuisioner kepada responden. Data dianalisis menggunakan aplikasi IBM SPSS Versi 22. Hasil penelitian ini menunjukkan bahwa brand image berpengaruh positif terhadap brand trust dengan nilai 0.001. Kemudian variabel celebrity endorsement berpengaruh positif terhadap brand trust dengan nilai 0.000. Variabel brand image berpengaruh postif terhadap purchase decision dengan nilai 0.000. Kemudian variabel celebrity endorsement berpengaruh positif terhadap purchase decision dengan nilai 0.000. Variabel brand trust berpengaruh positif terhadap purchase decision dengan nilai 0.003. Serta terdapat pengaruh tidak langsung brand image terhadap purchase decision melalui brand trust dan terdapat pengaruh tidak langsung celebrty endorsement terhadap purchase decision melalui brand trust. Keywords: brand image, celebrity endorsement, brand trust, purchase decision

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Jurnal Cahaya Mandalika ISSN 2721-4796 (online)

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