Analisis Faktor-Faktor Yang Mempengaruhi Brand Image Terhadap Minat Beli Brand Secondate

Honey Suvia, Wisnu Yuwono

Abstract


Abstrak

Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh Social Media Marketing, Online Advertising, E-wom, Trust dan Brand Awareness Terhadap Purchase Intention yang Dimediasi Oleh Brand Image pada Brand Secondate. Penelitian ini memiliki sampel berjumlah 270 responden yang diantaranya yaitu masyarakat kota Batam yang digolongkan generasi Z dan milenial yang sudah pernah membeli produk Secondate. Teknik pengambilan sampel menggunakan metode purposive sampling dan pengolahan data menggunakan program aplikasi SPSS dan Smart-PLS. Penelitian ini memperoleh hasil bahwa variabel social media marketing, E-WOM, dan trust berpengaruh signifikan positif terhadap brand image. Variabel online advertising dan brand awareness tidak berpengaruh signifikan terhadap brand image. Brand image berpengaruh signifikan positif terhadap purchase intention. Brand image sebagai mediasi secara signifikan dapat memediasi hubungan antara social media marketing dan trust terhadap purchase intention. Namun brand image tidak dapat memediasi hubungan antara online advertising, E-WOM, brand awareness terhadap purchase intention.

Kata kunci: Pemasaran, E-WOM, Kepercayaan, Merek, Minat Beli

 

Abstract

This study aims to determine the effect of Social Media Marketing, Online Advertising, E-WOM, Trust and Brand Awareness on Purchase Intentions mediated by Brand Image on Brand Secondate. The sample in this study amounted to 270 respondents who are residents of the city of Batam who are classified as generation Z and millennials and have bought Secondate products. The sampling technique used purposive sampling method and the data was processed using SPSS and Smart-PLS application programs. The final result of the study states that the variables of social media marketing, E-WOM, and trust have a significant positive effect on brand image. online advertising and brand awareness variables have no significant effect on brand image. Brand image has a significant positive effect on purchase intention. Brand image as a mediation can significantly mediate the relationship between social media marketing and trust on purchase intention. However, brand image cannot mediate the relationship between online advertising, E-WOM, brand awareness and purchase intention.

Keywords: Marketing, E-WOM, Trust, Brand, Purchase Intention


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DOI: https://doi.org/10.52643/jam.v12i4.2533

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