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Submitted
22 July 2022
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7 August 2022
Published
8 August 2022
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Abstract

Penelitian ini menguji adanya hubungan antara pengalaman merek, kredibilitas merek, persepsi keunikan dengan kemauan konsumen membayar harga premium. Tujuan dari penelitian ini adalah untuk menguji adanya peran pengalaman merek terhadap kredibilitas merek, pengalaman merek terhadap persepsi keunikan, pengalaman merek terhadap kemauan konsumen membayar harga premium, kredibilitas merek terhadap kemauan konsumen membayar harga premium, dan persepsi keunikan terhadap kemauan konsumen membayar harga premium pada ponsel merek iPhone. Penelitian ini bersifat kuantitatif dengan teknik pengumpulan data sampel menggunakan teknik sampel acak atau non-profitability sampling. Populasi dalam penelitian ini adalah konsumen pengguna smartphone merek iPhone dan data yang digunakan adalah data primer yang membutuhkan 100 responden. Dalam menganalisa data menggunakan aplikasi SPSS. Hasil penelitian menyatakan bahwa seluruh hipotesis signifikan. Pengalaman merek, kredibilitas merek, dan persepsi keunikan berpengaruh positif terhadap kemauan membayar pada harga premium. Sedangkan kredibilitas merek dan persepsi keunikan juga berfungsi sebagai variabel mediator/intervening dari pengaruh positif pengalaman merek terhadap kemauan untuk membayar harga premium.

Keywords

pengalaman merk kredibilitas merk persepsi keunikan kemauan membayar pada harga premium

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Copyright (c) 2022 Tria Putri Nadya Imanika, Albari

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How to Cite
Imanika, T. P. N., & Albari. (2022). Peran Persepsi Keunikan, Kredibilitas Merk, dan Pengalaman Merk terhadap Kemauan Konsumen Membayar Harga Premium. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 1(3), 1–15. Retrieved from https://journal.uii.ac.id/selma/article/view/24779
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