“PENGARUH CITRA MEREK, KESADARAN MEREK DAN LOYALITAS MEREK TERHADAP NIAT BELI PRODUK X DI JAKARTA”.
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Abstract
‘Tujuan penelitian ini untuk menguji secara empiris pengaruh citra merek, kesadaran merek, dan loyalitas merek terhadap niat beli produk x di Jakarta. Penelitian ini dilakukan dengan menggunakan metode kuantitatif dengan analisis data deskriptif, dan menggunakan metode sampling non probability dengan teknik quota sampling. Jumlah sampel dalam penelitian ini adalah 150 responden yang pernah membeli dan memakai produk x serta berdomisili di Jakarta. Analisis data dilakukan menggunakan Partial Least Squares – Structural Equation Model (PLS – SEM) dengan software Smart PLS 3.3.2. Hasil penelitian menunjukan citra merek dan loyalitas merek memiliki pengaruh secara positif dan signifikan terhadap niat beli, dan kesadaran merek memiliki pengaruh secara positif namun tidak signifikan terhadap niat beli. Penelitian ini menyarankan agar perusahaan dapat mempertahankan dan meningkatkan citra, kesadaran, dan loyalitas merek untuk meningkatkan niat membeli konsumen’.
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References
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