Pengaruh Citra Merek, Keterlibatan Produk, dan Kesadaran Merek terhadap Niat Beli Air Minum dalam Kemasan

Abstract

This study aims to examine whether brand image, product involvement, and brand awareness affect the purchase intention of consumers of bottled water in the Crystalline brand in Jakarta. This study surveyed with random sampling from 279 respondents in Jakarta. Data was taken using a questionnaire. Data were analyzed using Partial Least Square-Structural Equation Modeling (PLS-SEM). The results showed that brand awareness and product involvement affect purchase intention, but the brand image had no effect on purchase intention. Penelitian ini bertujuan untuk menguji apakah citra merek, keterlibatan produk, dan kesadaran merek berpengaruh terhadap niat beli pada konsumen air minum dalam kemasan merek Crystalline di Jakarta. Penelitian ini melakukan survei dengan sampel acak kepada 279 responden di Jakarta. Data diambil menggunakan kuesioner. Data dianalisis dengan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa kesadaran merek dan keterlibatan produk berpengaruh kepada niat beli, tetapi citra merek tidak berpengaruh terhadap niat beli.

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