Pengaruh Brand Image, Brand Awareness, dan Brand Trust terhadap Purchase Intention pada Produk Kecantikan Ramah Lingkungan
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Abstract
This study aims to analyze the effect of brand image, brand awareness, and brand trust on the purchase intention of eco-friendly beauty products. The total hypothesis proposed is 3 points. The data analysis technique used in this research is Partial Least Squares–Structural Equation Modeling (PLS-SEM) using SmartPLS software (3.3.0). The data analysis procedure was grouped into three stages, namely outer model analysis, inner model analysis, and hypothesis testing. The number of respondents sampled in this study was 100 respondents from a total of 119 respondents who answered the questionnaire that had been distributed. The results of the study showed, that there was an insignificant positive effect of brand image on purchase intention, while brand awareness positively and significantly influenced purchase intention, and there was a positive and significant influence of brand trust on purchase intention.
Penelitian ini memiliki tujuan untuk menganalisis pengaruh variabel brand image, brand awareness, dan brand trust terhadap purchase intention pada produk kecantikan ramah lingkungan. Total hipotesis yang diajukan sebanyak 3 poin. Teknik analisis data yang digunakan dalam penelitian ini yaitu Partial Least Squares–Structural Equation Modeling (PLS-SEM) dengan menggunakan software SmartPLS (3.3.0). Analisis data penelitian ini dilakukan dalam tiga tahap yaitu analisis outer model, analisis inner model, dan pengujian hipotesis. Responden penelitian ini berjumlah sebanyak 100 responden dari total 119 responden yang menjawab kuesioner yang telah disebarkan. Berdasarkan hasil penelitian, ditemukan bahwa terdapat pengaruh positif tidak signifikan brand image terhadap purchase intention, sedangkan brand awareness secara positif dan signifikan mempengaruhi purchase intention, serta terdapat pengaruh positif dan signifikan brand trust terhadap purchase intention.
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