Mediasi Kepercayaan Merek: Faktor-Faktor yang Memengaruhi Keputusan Pembelian Xiaomi di Jakarta
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Abstract
Penelitian ini bertujuan untuk menguji pengaruh persepsi harga dan kualitas produk terhadap keputusan pembelian, pengaruh persepsi harga dan kualitas produk terhadap kepercayaan merek, pengaruh kepercayaan merek terhadap keputusan pembelian, dan pengaruh kepercayaan merek sebagai mediator antara persepsi harga dan kualitas produk terhadap keputusan pembelian. Dalam penelitian ini, sampel yang diperoleh dengan menggunakan metode purposive sampling, dengan total 261 responden yang telah menggunakan smartphone Xiaomi dan berdomisili di Jakarta serta berusia diatas 17 tahun. Pada penelitian ini, data diolah menggunakan metode structural equation modelling melalui aplikasi SmartPLS 4.1.0.3. Hasil penelitian ini menunjukkan bahwa persepsi harga tidak memiliki pengaruh terhadap keputusan pembelian, sedangkan kualitas produk mempengaruhi keputusan pembelian secara positif dan signifikan, persepsi harga dan kualitas produk dapat mempengaruhi kepercayaan merek secara positif dan signifikan, kepercayaan merek mempengaruhi keputusan pembelian secara positif dan signifikan. Kepercayaan merek dapat memediasi secara penuh pengaruh antara persepsi harga terhadap keputusan pembelian. Namun, kepercayaan merek hanya dapat memediasi parsial pengaruh antara kualitas produk terhadap keputusan pembelian.
This research aims to examine the influence of perceived price and product quality on purchasing decisions, the influence of perceived price and product quality on brand trust, the influence of brand trust on purchasing decisions, and the influence of brand trust as a mediator between perceived price and product quality on purchasing decisions. In this study, the sample was obtained using a purposive sampling method, with total of 261 respondents who has used a Xiaomi smartphone and lived in Jakarta also were over 17 years old. In this research, data was processed using the structural equation modelling method via the SmartPLS 4.1.0.3 applications. The study's findings demonstrate that perceived price have no influence on purchasing decisions, while product quality influences purchasing decisions positively and significantly, perceived price and product quality can influence brand trust positively and significantly, brand trust influences purchasing decisions positively and significantly. Brand trust can fully mediate the influence between perceived price on purchasing decisions. However, brand trust can only partially mediate between product quality and purchasing decisions.
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