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PERAN KEPERCAYAAN MEMEDIASI PENGARUH CITRA MEREK TERHADAP NIAT BELI DI TOKOPEDIA

I Komang Wiratama · I Gde Ketut Warmika · I Gusti Ayu Ketut Giantari

5 citations0/0 files storedE-Jurnal Manajemen Universitas Udayana

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Consumer Behavior and Marketing Influence Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Indonesia is a country with high internet users. The high number of internet users provides opportunities for online businesses in Indonesia to develop, one of which is the Tokopedia marketplace. This study aims to analyse the role of trust in mediating the effect of brand image on purchase intention. This research was conducted at the Tokopedia marketplace in Denpasar City with a sample size of 110 respondents using a questionnaire using a Likert Scale. The sample was determined using a non-probability sampling model with purposive sampling technique. The data analysis technique used is path analysis with the help of the SPSS for windows program. The results of the analysis in this study indicate that brand image and trust have a positive and significant effect on purchase intention, brand image has a positive and significant effect on trust, and trust partially mediates the relationship between brand image and purchase intention. The implications of this study can be a reference for the Tokopedia company to be able to develop strategies in an effort to maintain and improve brand image and consumer confidence, so as to increase consumer interest in transacting through Tokopedia. Keywords: Brand Image; Trust; Purchase Intention

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2015Online hotel booking: The effects of brand image, price, trust and value on purchase intentions 2020Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust 2013Importance of Brand Awareness and Brand Loyalty in assessing Purchase Intentions of Consumer 2000The role of electronic commerce in creating virtual tourism destination marketing organisations 2020PENGARUH KUALITAS WEBSITE, KUALITAS PELAYANAN, DAN KEPERCAYAAN PELANGGAN TERHADAP MINAT BELI PELANGGAN DI SITUS BELANJA ONLINE BUKALAPAK 2018Pengaruh Citra Merek, Kualitas Produk dan Harga Terhadap Keputusan Pembelian melalui Kepercayaan Konsumen pada Produk Stuck Original 2018PENGARUH KEPERCAYAAN PELANGGAN TERHADAP NIAT PEMBELIAN GADGET DI SHOPEE INDONESIA 2017PENGARUH ABILITY, BENEVOLENCE DAN INTEGRITY TERHADAP TRUST, SERTA IMPLIKASINYA TERHADAP PARTISIPASI PELANGGAN E-COMMERCE: STUDI KASUS PADA PELANGGAN E-COMMERCE DI UBM

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