Pengaruh Kepercayaan, Popularitas, Dan Citra Merek Terhadap Minat Beli Produk Kamera Sony

Dheeran Nathani, Herlina Budiono
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Abstract

The purpose of the research is to 1) find out the influence of Trust on Purchase Intention 2) find out the influence of Popularity on Purchase Intention 3) find out the influence of Brand Image on Purchase Intention.  The method used in this study is convenience sampling. Data was taken using an online questionnaire distribution with Google Form as a media of collecting the data. With a total of 115 respondents, research data was processed using smart pls. The results of this study are 1) Trust does not affect Purchase Interest positively and significantly. 2) Popularity does not affect Buying Interest positively and significantly. 3) Brand Image can influence Buying Interest in a positive and significant way.

 

Tujuan dari penelitian yang dibuat adalah untuk 1) Mengetahui pengaruh Kepercayaan terhadap Minat Beli 2) Mengetahui pengaruh Popularitas terhadap Minat Beli 3) Mengetahui pengaruh Citra Merek terhadap Minat Beli. Metode yang digunakan dalam penelitian ini adalah convenience sampling. Pengambilan data menggunakan penyebaran kuesioner online dengan Google Form sebagai media pengumpulan data.. Dengan jumlah responden sebanyak 115 responden. Pengolahan data penelitian menggunakan Smart PLS. Hasil dari penelitian ini yaitu 1) Kepercayaan tidak mempengaruhi Minat Beli secara positif dan signifikan. 2) Popularitas tidak mempengaruhi Minat Beli secara positif dan signifikan. 3) Citra Merek dapat mempengaruhi Minat Beli secara positif dan signifikan.

Keywords

Trust; Popularity; Brand Image; Purchase Intention; Camera; Kepercayaan; Popularitas; Citra Merek; Minat Beli; Kamera

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