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17 March 2023
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18 March 2023
Published
18 March 2023
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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.

Keywords

kepercayaan merek nilai yang dirasakan preferensi merek niat beli

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Copyright (c) 2023 Sa'dam Abdul Aziz, Albari

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Aziz, S. A. ., & Albari. (2023). Pengaruh Kepercayaan Merek dan Nilai yang Dirasakan terhadap Preferensi Merek dan Niat Beli Ponsel Merek Samsung di Indonesia. Selekta Manajemen: Jurnal Mahasiswa Bisnis & Manajemen, 2(1), 156–168. Retrieved from https://journal.uii.ac.id/selma/article/view/27952
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