Effect of Product Quality, Brand Image, and Brand Trust on Purchase Intention of SK-II Skincare Products Brand in Jakarta

Nelly Then, Suwinto Johan
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Abstract

The purpose of this research is to analyze the effect of product quality, brand image, brand trust on purchase intention of SK-II skincare products in Jakarta. The independent variable in this research is product quality, brand image, brand trust, and the dependent variable in this research is purchase intention. The sampling technique used in this research is nonprobability sampling by purposive sampling using a quantitative approach. The data collection method was distributed questionnaires to consumers/users of SK-II skincare products in Jakarta with a target of 135 respondents, but only 121 respondents collected, valid data only 100 respondents. The research data was analyzed using the SmartPLS application. Based on the results of the research, it showed that brand image and brand trust have a positive and significant effect on purchase intention, while product quality has no significant effect on purchase intention. To increase customer purchase intention, companies should pay attention to brand trust because brand trust is the vriable that most influences purchase intention.

 

Tujuan dari penelitian ini adalah untuk menganalisa pengaruh kualitas produk, citra merek, kepercayaan merek terhadap niat membeli produk skincare merek SK-II di Jakarta. Variabel independent pada penelitian ini adalah kualitas produk, citra merek, kepercayaan merek, dan variabel dependen pada penelitian ini adalah niat membeli. Teknik pengambilan sampel yang digunakan pada penelitian ini adalah nonprobability sampling dengan cara purposive sampling dengan menggunakan pendekatan kuantitatif. Metode pengumpulan data dengan menyebarkan kuesioner kepada konsumen / pengguna produk skincare merek SK-II di Jakarta dengan target 135 respomden, namun yang terkumpul hanya 121 responden, data yang valid hanya 100 responden. Data penelitian dianalisis dengan menggunakan aplikasi SmartPLS. Berdasarkan hasil penelitian yang dilakukan, menunjukkan bahwa citra merek dan kepercayaan merek berpengaruh positif dan signifikan terhadap niat membeli, sedangkan kualitas produk tidak berpengaruh signifikan terhadap niat membeli. Untuk meningkatkan niat beli pelanggan, perusahaan harus memberikan perhatian besar pada kepercayaan merek karena kepercayaan merek merupakan variabel yang paling berpengaruh terhadap niat membeli.

Keywords

Product Quality; Brand Image; Brand Trust; Purchase Intention; Kualitas Produk; Citra Merek; Kepercayaan Merek; Niat Membeli

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