Pengaruh Brand Awareness, Brand Trust, dan Perceived Quality terhadap Purchase Intention Produk Sarang Burung Walet
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand trust, dan perceived quality terhadap purchase intention produk sarang burung walet Tian Long Bird Nest. Medode penelitian yang diterapkan dalam penelitian ini adalah metode kuantitatif dan pengambilan sampel menggunakan non-probability sampling dengan teknik convenience sampling. Pengumpulan data penelitian dilakukan dengan membagikan kuesioner menggunakan google form. Jumlah data yang terkumpul sebanyak 157 responden yang berdomisili di Jakarta. Data diolah dengan metode analisis data Partial Least Square – Structural Equation Modeling (PLS-SEM) melalui aplikasi SmartPLS 4. Hasil penelitian menunjukkan brand awareness, brand trust, dan perceived quality berpengaruh positif dan signifikan terhadap purchase intention.
This study aims to determine the influence of brand awareness, brand trust, and perceived quality on purchase intention of Tian Long Bird Nest edible bird’s nests. The research method applied in this research is quantitative method and using non-probability sampling with convenience sampling technique. The research data collection was conducted by distributing questionnaires by Google Form. The amount of data collected was 157 respondents who live in Jakarta. Data was processed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) data analysis method by SmartPLS 4 software. The result of the research shows that brand awareness, brand trust, and perceived quality have a positive and significant effect towards purchase intention.
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