ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN SEPATU BERMEREK DI KOTA BATAM

  • Alex Alex Universitas Internasional Batam
  • Edy Yulianto Putra Universitas Internasional Batam

Abstract

Tujuan dari penelitian ini adalah untuk menguji berbagai faktor yang mempengaruhi keputusan konsumen untuk membeli sepatu bermerek. Variabel independen yang dipertimbangkan dalam penelitian ini meliputi kepuasan merek, persepsi kualitas, pengalaman merek, reputasi merek, dan citra merek, sedangkan variabel dependennya adalah loyalitas merek, dengan kepercayaan merek sebagai variabel mediasi. Untuk mengumpulkan data, pendekatan penelitian kuantitatif digunakan dengan menggunakan teknik purposive sampling. Besar sampel terdiri dari 384 atau lebih responden yang merupakan konsumen sepatu branded di Kota Batam. Sistem smart PLS digunakan sebagai metode analisis untuk penelitian ini. Temuan penelitian ini menghasilkan hasil yang beragam, menunjukkan korelasi yang kuat dan positif antara berbagai variabel. Misalnya, terdapat hubungan yang signifikan antara kepuasan merek dan kepercayaan merek, persepsi kualitas dan kepercayaan merek, pengalaman merek dan kepercayaan merek, serta reputasi merek dan kepercayaan merek. Namun tidak ditemukan hubungan signifikan antara citra merek dan kepercayaan merek. Selain itu, kepercayaan merek ditemukan memiliki dampak signifikan terhadap loyalitas merek.

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Published
2024-01-12
How to Cite
Alex, A., & Putra, E. (2024). ANALISA FAKTOR-FAKTOR YANG MEMPENGARUHI KONSUMEN TERHADAP PEMBELIAN SEPATU BERMEREK DI KOTA BATAM. Jurnal Ilmiah Manajemen, Ekonomi, & Akuntansi (MEA), 8(1), 210-231. https://doi.org/10.31955/mea.v8i1.3640
Section
Articles