Pengaruh Kesadaran Merek, Citra Merek, dan Kepercayaan Merek terhadap Minat Beli Produk Innisfree pada Mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Tarumanagara

Main Article Content

Cinty Yosefine
Herlina Budiono

Abstract

Sebuah penelitian yang berawal dari maraknya merek produk kecantikan di kalangan pria dan wanita dan tren kecantikan Korea serta keinginan tampilan menawan khususnya wanita. Tujuan dari adanya penelitian ini diadakan adalah untuk menguji adakah pengaruh kesadaran merek, citra merek, dan kepercayaan merek terhadap minat beli produk Innisfree pada mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Tarumanagara.
Teori yang digunakan dalam penelitian ini adalah Theory of Reasoned Action (TRA) dan Theory of Planned Behavior (TPB). Penelitian ini menggunakan pendekatan kuantitatif dengan metode deskriptif. Adapun teknik pengambilan sampel yang digunakan dalam penelitian ini adalah metode non-probability sampling dengan teknik purposive sampling. Pengumpulan data yang digunakan dalam penelitian ini menggunakan kuesioner dengan total 135 responden. Namun, total responden yang valid hanya sebanyak 120 responden yang merupakan mahasiswa/i Fakultas Ekonomi dan Bisnis Universitas Tarumanagara dan merupakan pengguna produk Innisfree. Data temuan dari hasil penyebaran kuesioner ini diolah dengan metode PLS-SEM dengan aplikasi smartPLS 4. Berdasarkan hasil temuan dari kuesioner penelitian ini mendapatkan hasil yaitu kesadaran merek memiliki pengaruh terhadap minat beli tetapi pengaruh tersebut tidak signifikan. Hasil temuan yang kedua yaitu citra merek memiliki pengaruh dan signifikan terhadap minat beli. Terakhir untuk hasil ketiga menyatakan bahwa kepercayaan merek memiliki pengaruh dan signifikan terhadap minat beli.
 

Research that started with the rise of beauty product brands among men and women and Korean beauty trends also the desire to look charming, especially women. The purpose of this research is to examine whether there is an influence of brand awareness, brand image, and brand trust on the purchase intention of Innisfree products among students of the Faculty of Economics and Business Universitas Tarumanagara. The theory used in this research is Theory of Reasoned Action (TRA) and Theory of Planned Behavior (TPB). This research uses a quantitative approach with descriptive methods. The sampling technique used in this study is a non-probability sampling method with purposive sampling technique. The data collection used in this study used a questionnaire with a total of 135 respondents. However, the total valid respondents were only 120 respondents who were students of the Faculty of Economics and Business Universitas Tarumanagara and users of Innisfree products. Data findings from the results of distributing this questionnaire were processed using the PLS-SEM method with the smartPLS 4 application. Based on the findings from the questionnaire, this study obtained the result that brand awareness has an influence on purchase intention but the effect is not significant. The second finding is that brand image has a significant influence on purchase intention. Finally, the third result states that brand trust has a significant influence on purchase intention.

Article Details

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Author Biographies

Cinty Yosefine, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Herlina Budiono, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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