Pengaruh Price Perception, Brand Image, Brand Trust, dan Brand Awareness terhadap Purchase Intention Konsumen Emas Antam di Jakarta Barat
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh price perception, brand image, brand trust, dan brand awareness terhadap purchase intention konsumen pada produk Emas Antam di Jakarta Barat. Dengan Survey kuantitatif, penelitian ini mengumpulkan data melalui kuesioner daring yang diisi oleh 100 responden yang memenuhi kriteria. Metode analisis data dilakukan dengan menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa price perception, brand image, brand trust, dan brand awareness memiliki pengaruh positif signifikan terhadap purchase intention, dengan brand awareness sebagai faktor yang paling kuat memengaruhi niat beli. Oleh karena itu, PT Antam harus tetap mempertahankan keempat variabel tersebut untuk meningkatkan purchase intention konsumen emas Antam.
This research aims to analyze the influence of price perception, brand image, brand trust, and brand awareness on consumer purchase intention for Antam Gold products in West Jakarta. With a quantitative survey, this research collected data through an online questionnaire filled out by 100 respondents who met the criteria. The data analysis method was carried out using Partial Least Squares Structural Equation Modeling (PLS-SEM). The research results show that price perception, brand image, brand trust, and brand awareness have a significant positive influence on purchase intention, with brand awareness as the factor that most strongly influences purchase intention. Therefore, PT Antam must maintain these four variables to increase the purchase intention of Antam gold consumers.
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