Articlediamond2021

Pengaruh Brand Love, Brand Satisfaction, Brand Trust Terhadap Purchase Intention Produk Gucci

17 citations0/0 files storedJurnal Manajerial Dan Kewirausahaan

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Consumer Behavior in Brand Consumption and Identification Consumer Behavior and Marketing Influence Consumer Perception and Purchasing Behavior

Abstract

The purpose of this study was to determine whether brand love, brand satisfaction, and brand trust have a positive influence on purchase intention of Gucci products. The sampling technique in this study using purposive sampling. This questionnaire was distributed to 115 respondents who know the Gucci brand and have at least one product from the Gucci brand. The research method used in this research is validity test, reliability test, sign of weight test, multicollinearity test, determination coefficient test, predictive relevance test, effect size test, path coefficients test, goodness of fit test, and hypothesis testing. Data analysis was processed with the help of SmartPLS software (v.3.3.2). The results of this study indicate that brand love has positive and significant results on purchase intention, brand satisfaction has a positive and significant result on purchase intention, brand trust has a positive and significant result on purchase intention. Tujuan penelitian ini adalah untuk mengetahui apakah brand love, brand satisfaction, dan brand trust memiliki pengaruh positif terhadap purchase intention pada produk Gucci. Teknik pengambilan sampel dalam penelitian ini menggunakan purposive sampling. Kuesioner ini disebarkan kepada 115 responden yang mengetahui brand Gucci dan setidaknya memilikisatu produk dari brand Gucci. Metode penelitian yang digunakan pada penelitian ini adalah uji validitas, uji reliabilitas, uji sign of weight, uji multikolinearitas, uji koefisien determinasi, uji predictive relevance, uji effect size, uji path coefficients, uji goodness of fit, dan pengujian hipotesis. Analisis data diolah dengan bantuan software SmartPLS (v.3.3.2). Hasil penelitian ini menunjukkan bahwa brand love memiliki hasil yang positif dan signifikan terhadap purchase intention, brand satisfaction memiliki hasil yang positif dan signifikan terhadap purchase intention, brand trust memiliki hasil yang positif dan signifikan terhadap purchase intention.

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References

2001The Chain of Effects from Brand Trust and Brand Affect to Brand Performance: The Role of Brand Loyalty 2011The theory of planned behaviour: Reactions and reflections 2013Research Methods for Business: A Skill-Building Approach 2002Manajemen Pemasaran 2 2006Some antecedents and outcomes of brand love 2012Enhance green purchase intentions 2005Beyond the Extended Self: Loved Objects and Consumers’ Identity Narratives 2013The role of brand love in consumer‐brand relationships

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2023The role of brand love on brand satisfaction, brand engagement, and brand loyalty

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