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Abstract
Perkembangan teknologi informasi dan komunikasi yang semakin pesat menimbulkan persaingan antar merek ponsel pintar, dan setiap konsumen memiliki pilihan akan ponsel pintar yang disajikan oleh merek-merek tersebut. Penelitian ini bertujuan untuk menguji pengaruh kepercayaan merek, nilai yang dirasakan terhadap preferensi merek dan niat beli ponsel Samsung di Indonesia. Populasi pada penelitian ini yakni masyarakat Indonesia yang pernah atau sedang menggunakan ponsel merek Samsung. Data yang digunakan dalam penelitian ini merupakan data primer dengan jumlah sebanyak 200 responden. Penelitian ini menggunakan teknik pengambilan sampel berjenis convenience sampling dengan metode analisis structural equation modelling (SEM), yang mana kemudian diolah menggunakan program analysis of moment structure (AMOS) versi 24.0. Pada hasil penelitian ini, ditunjukkan bahwa terdapat 5 hipotesis yang signifikan dan 1 hipotesis dinyatakan tidak signifikan. Kepercayaan merek berpengaruh signifikan terhadap preferensi merek dan niat beli. Nilai yang dirasakan berpengaruh signifikan terhadap kepercayaan merek dan niat beli. Serta, preferensi merek berpengaruh signifikan terhadap niat beli. Sedangkan nilai yang dirasakan tidak berpengaruh signifikan terhadap preferensi merek. Dalam penelitian ini terdapat keterbatasan yakni diantaranya objek yang digunakan berfokus pada Samsung dan pada penelitian ini memuat 3 faktor. Dengan begitu, diharapkan pada penelitian berikutnya untuk mengangkat lebih dari satu objek dan menggunakan variabel yang lebih variatif. Penelitian ini menyarankan bagi pelaku usaha untuk meningkatkan strateginya dengan pemahaman kepercayaan merek, nilai yang dirasakan konsumen agar dapat terjadinya preferensi dan timbulnya niat beli.
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Copyright (c) 2023 Sa'dam Abdul Aziz, Albari
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
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- Albari & Amalia. (2008). Analisis Preferensi Konsumen Terhadap Paket Atribut Spesifikasi Produk sebagai Compromise effect Terhadap Pembelian Notebook. Sinergi Kajian Bisnis dan Manajemen, 10(2), pp. 67-79.
- Aydin, G., AR, AA, & Taskin, C. (2014). The Role of Brand Trust on Parents Purchase Intentions of Baby-Care Products. Doğuş Dergisi University, 15(2), pp. 165-180. http://www.cbmeturkey.com
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- Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of Product Characteristics Of Limited Edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, pp. 398–406. https://doi.org/10.1016/j.jbusres.2019.11.040
- Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing 65(2), pp. 81-93.
- Chen, C. F., & Chang, Y. Y. (2008). Airline Brand Equity, Brand Preference, And Purchase Intentions-the Moderating Effects of Switching Costs. Journal of Air Transport Management, 14(1), pp. 40–42. https://doi.org/10.1016/j.jairtraman.2007.11.003
- Chen, Y. S., & Chang, C. H. (2012). Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust. Management Decision, 50(3), pp. 502–520. https://doi.org/10.1108/00251741211216250
- Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), pp. 181–190. https://doi.org/10.5901/mjss.2013.v4n14p181
- Dam, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), pp. 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
- Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), pp. 360–367. https://doi.org/10.1016/j.jretconser.2012.03.010
- Ebrahim, R. (2013). A Study of Brand Preference: An Experiential View. London: Brunel Business School.
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- Hartono. (2008). SPSS 16.0 : Analisis Data Statistika dan Penelitian. Yogyakarta: Pustaka Pelajar.
- Hu, Y. (2011). Linking Perceived Value, Customer Satisfaction, and Purchase Intention in E-Commerce Settings. Advances in Intelligent and Soft Computing, 106(1), pp. 623-628.
- Kotler, P., & Keller, K. L. (2016). Marketing Management. London: Pearson Education.
- Muliawan & Sugiarto (2018). Pengaruh Food Quality dan Ketersediaan Produk Terhadap Repurchase Intention Produk Sari Roti di Surabaya. Jurnal Strategi Pemasaran, 5(2), pp. 1-6
- Muzakir, & Damrus (2018). Analysis Of Customer Perceived Value And Its Impact On Customer Brand Preference And Future Purchase Intention, (A Case Study of 7-eleven Convenience Store in Indonesia), Jurnal Bisnis dan Kajian Strategi Manajemen. 2(1), pp. 27-42. http://jurnal.utu.ac.id/jbkan
- Prabhawedasttya, I. G., & Yasa, N. N. (2013). Pengaruh Ekuitas Merek terhadap Preferensi Merek dan Niat Beli Konsumen pada produk iPhone di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 2(11), pp. 1525-1551.
- Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, pp. 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
- Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, pp. 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
- Sheth, J. N., & Parvatiyar, A. (1995). The Evolution of Relationship Marketing. International Business Review, 4(4), pp. 397-418.
- Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty. African Journal of Business Management, 5(30), pp. 11899–11915. http://hdl.handle.net/2263/18619
- Wang, Y.-H., & Lee, C.-C. (2016). Does Winning an Award Matter to Brand Trust and Purchase Intention? Evidence from Franklin Templeton Investments. Journal of Business & Economic Policy, 3(1), pp. 75-81.
- Wiardi, A. H., Hadi, E. D., & Novrianda, H. (2020). Perceived Value, Store Image and Satisfaction as Antecedents of Store Loyalty Moderated by Procedural Switching Costs. Media Ekonomi Dan Manajemen, 35(1), pp. 34-51. https://doi.org/10.24856/mem.v35i1.1175
- Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research: A Administration and Management, 15(2), pp. 8-14.
- Zehir, C., Şahin, A., Kitapçi, H., & Özçahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, pp. 1218–1231. https://doi.org/10.1016/j.sbspro.2011.09.142
References
Afsar, B. (2014). Effect of perceived Price, Brand Image, Perceived Quality and Trust on Consumer’s Buying Preferences. Journal of Economics and Business Research, 20(1), pp. 7-20
Ahmed, Z., Rizwan, M., Ahmad, M., & Haq, M. (2014). Effect of brand trust and customer satisfaction on brand loyalty in Bahawalpur. Journal of Sociological Research, 5(1), pp. 306-326. https://doi.org/10.5296/jsr.v5i1.6568
Aksoy, R., & Basaran, U. (2017). The effect of perceived value on behavioural intentions. Journal of Management, Marketing and Logistics, 4(1), pp. 1–16. https://doi.org/10.17261/pressacademia.2017.375
Albari & Amalia. (2008). Analisis Preferensi Konsumen Terhadap Paket Atribut Spesifikasi Produk sebagai Compromise effect Terhadap Pembelian Notebook. Sinergi Kajian Bisnis dan Manajemen, 10(2), pp. 67-79.
Aydin, G., AR, AA, & Taskin, C. (2014). The Role of Brand Trust on Parents Purchase Intentions of Baby-Care Products. Doğuş Dergisi University, 15(2), pp. 165-180. http://www.cbmeturkey.com
Buil, I., Martínez, E., & de Chernatony, L. (2013). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), pp. 62–74. https://doi.org/10.1108/07363761311290849
Calvo-Porral, C., & Lévy-Mangin, J. P. (2017). Store brands’ purchase intention: Examining the role of perceived quality. European Research on Management and Business Economics, 23(2), pp. 90–95. https://doi.org/10.1016/j.iedeen.2016.10.001
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of Product Characteristics Of Limited Edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 120, pp. 398–406. https://doi.org/10.1016/j.jbusres.2019.11.040
Chaudhuri, A., & Holbrook, M. B. (2001). The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty. Journal of Marketing 65(2), pp. 81-93.
Chen, C. F., & Chang, Y. Y. (2008). Airline Brand Equity, Brand Preference, And Purchase Intentions-the Moderating Effects of Switching Costs. Journal of Air Transport Management, 14(1), pp. 40–42. https://doi.org/10.1016/j.jairtraman.2007.11.003
Chen, Y. S., & Chang, C. H. (2012). Enhance Green Purchase Intentions: The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust. Management Decision, 50(3), pp. 502–520. https://doi.org/10.1108/00251741211216250
Chinomona, R., Mahlangu, D., & Pooe, D. (2013). Brand service quality, satisfaction, trust and preference as predictors of consumer brand loyalty in the retailing industry. Mediterranean Journal of Social Sciences, 4(14), pp. 181–190. https://doi.org/10.5901/mjss.2013.v4n14p181
Dam, T. C. (2020). Influence of Brand Trust, Perceived Value on Brand Preference and Purchase Intention. Journal of Asian Finance, Economics and Business, 7(10), pp. 939–947. https://doi.org/10.13106/jafeb.2020.vol7.no10.939
Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), pp. 360–367. https://doi.org/10.1016/j.jretconser.2012.03.010
Ebrahim, R. (2013). A Study of Brand Preference: An Experiential View. London: Brunel Business School.
Ebrahim, R., Ghoneim, A., Irani, Z., & Fan, Y. (2016). A brand preference and repurchase intention model: the role of consumer experience. Journal of Marketing Management, 32(13–14), pp. 1230–1259. https://doi.org/10.1080/0267257X.2016.1150322
Fazli, M., Sam, M., Nor, M., & Tahir, H. (2009). Website Quality and Consumer Online Purchase Intention of Air Ticket. International Journal of Basic & Applied Sciences, 9(10), pp. 20-25. http://ssrn.com/abstract=2255286
Ghozali, I. (2014). Model Persamaan Struktural Konsep Dan Aplikasi Program AMOS 22. Semarang: Badan Penerbit Universitas Diponegoro.
Hartono. (2008). SPSS 16.0 : Analisis Data Statistika dan Penelitian. Yogyakarta: Pustaka Pelajar.
Hu, Y. (2011). Linking Perceived Value, Customer Satisfaction, and Purchase Intention in E-Commerce Settings. Advances in Intelligent and Soft Computing, 106(1), pp. 623-628.
Kotler, P., & Keller, K. L. (2016). Marketing Management. London: Pearson Education.
Muliawan & Sugiarto (2018). Pengaruh Food Quality dan Ketersediaan Produk Terhadap Repurchase Intention Produk Sari Roti di Surabaya. Jurnal Strategi Pemasaran, 5(2), pp. 1-6
Muzakir, & Damrus (2018). Analysis Of Customer Perceived Value And Its Impact On Customer Brand Preference And Future Purchase Intention, (A Case Study of 7-eleven Convenience Store in Indonesia), Jurnal Bisnis dan Kajian Strategi Manajemen. 2(1), pp. 27-42. http://jurnal.utu.ac.id/jbkan
Prabhawedasttya, I. G., & Yasa, N. N. (2013). Pengaruh Ekuitas Merek terhadap Preferensi Merek dan Niat Beli Konsumen pada produk iPhone di Kota Denpasar. E-Jurnal Manajemen Universitas Udayana, 2(11), pp. 1525-1551.
Şahin, A., Zehir, C., & Kitapçi, H. (2011). The effects of brand experiences, trust and satisfaction on building brand loyalty; an empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, pp. 1288–1301. https://doi.org/10.1016/j.sbspro.2011.09.143
Sanny, L., Arina, A. N., Maulidya, R. T., & Pertiwi, R. P. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, pp. 2139–2146. https://doi.org/10.5267/j.msl.2020.3.023
Sheth, J. N., & Parvatiyar, A. (1995). The Evolution of Relationship Marketing. International Business Review, 4(4), pp. 397-418.
Shirin, A., & Puth, G. (2011). Customer satisfaction, brand trust and variety seeking as determinants of brand loyalty. African Journal of Business Management, 5(30), pp. 11899–11915. http://hdl.handle.net/2263/18619
Wang, Y.-H., & Lee, C.-C. (2016). Does Winning an Award Matter to Brand Trust and Purchase Intention? Evidence from Franklin Templeton Investments. Journal of Business & Economic Policy, 3(1), pp. 75-81.
Wiardi, A. H., Hadi, E. D., & Novrianda, H. (2020). Perceived Value, Store Image and Satisfaction as Antecedents of Store Loyalty Moderated by Procedural Switching Costs. Media Ekonomi Dan Manajemen, 35(1), pp. 34-51. https://doi.org/10.24856/mem.v35i1.1175
Younus, S., Rasheed, F., & Zia, A. (2015). Identifying the Factors Affecting Customer Purchase Intention. Global Journal of Management and Business Research: A Administration and Management, 15(2), pp. 8-14.
Zehir, C., Şahin, A., Kitapçi, H., & Özçahin, M. (2011). The effects of brand communication and service quality in building brand loyalty through brand trust; the empirical research on global brands. Procedia - Social and Behavioral Sciences, 24, pp. 1218–1231. https://doi.org/10.1016/j.sbspro.2011.09.142