Analisis Pengaruh Purchase Intention Terhadap Brand Lokal Fashion di Indonesia
DOI:
https://doi.org/10.36636/dialektika.v9i1.3792Kata Kunci:
niat membeli, kepuasan pelanggan, kualitas layanan, citra merek, kepercayaan, hubungan pelanggan, persepsiAbstrak
Penelitian ini dilakukan untuk menganalisis pengaruh niat membeli terhadap brand lokal fashion. Penelitian yang dilakukan memberikan gambaran terhadap bentuk perkembangan dari niat pembelian brand lokal fashion yang ada di Indonesia. Data dikumpulkan dengan cara purposive sampling dan penyebaran kuesioner kepada masyarakat Indonesia dengan berhasil mengumpulkan 374 responden. Analisis ini menggunakan SPSS dan Smart PLS untuk menguji data. Hasil penelitian dari analisis ini adalah kualitas layanan, citra merek, kepercayaan, hubungan pelanggan dengan niat membeli sebagai variabel dependen berpengaruh signifikan positif sedangkan kepuasan pelanggan dan persepsi tidak memiliki pengaruh. Selanjutnya kepuasan pelanggan, kualitas layanan, citra merek, serta kepercayaan terhadap persepsi berpengaruh signifikan positif sedangkan hubungan pelanggan terhadap persepsi tidak berpengaruh dan persepsi tidak mampu memediasi variabel independen terhadap variabel dependen. Penelitian yang dilakukan merupakan satu di antara sedikitnya penelitian yang menggunakan persepsi sebagai variabel mediasi.
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