Pengaruh brand predictability, brand innovativeness dan brand intimacy yang dimoderasi oleh conscientiousness, openness, dan agreeableness terhadap affective brand trsut pada produk Diaper Balita

Intan, Jessica (2017) Pengaruh brand predictability, brand innovativeness dan brand intimacy yang dimoderasi oleh conscientiousness, openness, dan agreeableness terhadap affective brand trsut pada produk Diaper Balita. Masters thesis, Universitas Pelita Harapan.

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Abstract

The purpose of this study is to examine the influence of brand predictability, brand innovativeness, and brand intimacy and to see the moderator influences of brand trusts mediated by the nature of the mother: conscientiousness, agreeableness, and openness to the mother's actions in buying baby diaper products. Diaper products of toddlers are risky products that are used directly to toddlers so that a special approach is needed in choosing diaper products. So the marketers need to understand the variables and how to do shorts to the mother. This research method was conducted to 216 respondents of diaper toddler buyer in Jakarta. The variables used in this study were measured by Likert Scale. Data collection techniques use nonprobability sampling technique with convenience sampling method. For data processing in this research using Structural Equation Modeling (SEM) by using program of AMOS version 22.0 The findings of this research are brand predictability and brand innovativeness positively affects affective brand trust mediated by cognitive brand trust. Brand intimacy also positively affects brand affective brand. Conscientiousness and agreeableness attitude has positive effect as moderator but openness is not significant as moderator. This shows that brand predictability and brand innovativeness of a brand can create cognitive brand trust which will gradually develop affective brand trust customers. Brand intimacy of a brand can build an affective brand trust in the minds of customers. The nature of conscientiousness and agreeableness of a mother gives a trust effect to a brand. / Tujuan dari penelitian ini adalah untuk menguji pengaruh dari brand predictability, brand innovativeness, dan brand intimacy serta melihat pegaruh moderator dari brand trust yang dimediasi oleh sifat ibu: conscientiousness, agreeableness, dan openness pada tindakan ibu dalam membeli produk diaper balita. Produk diaper balita merupakan produk yang beresiko yang digunakan langsung kepada balita sehingga diperlukan pendekatan khusus dalam memilih produk diaper. Jadi para marketer perlu memahami variabel-variabel dan cara melakukan pendeketan kepada ibu. Metode penelitian ini dilakukan kepada 216 orang responden pembeli diaper balita di Jakarta. Variabel-variabel yang digunakan dalam penelitian ini diukur dengan skala Likert. Teknik pengumpulan data menggunakan teknik non-probability sampling dengan metode convenience sampling. Untuk pengolahan data dalam penelitian ini menggunakan Structural Equation Modelling (SEM) dengan menggunakan program AMOS versi 22.0 Temuan dari penelitian ini adalah brand predictability dan brand innovativeness berpengaruh positif terhadap affective brand trust yang dimediasi oleh cognitive brand trust. Brand intimacy juga berpengaruh positif terhadap affective brand trust. Sikap conscientiousness dan agreeableness berpengaruh positif sebagai moderator namun openness tidak signifikan sebagai moderator. Hal ini menunjukkan bahwa brand predictability dan brand innovativeness dari sebuah merek dapat menciptakan cognitive brand trust yang kemudian lama kelamaan akan mengembangkan affective brand trust pelanggan. Brand intimacy dari sebuah merek dapat membangun affective brand trust di benak pelanggan. Sifat conscientiousness dan agreeableness dari seorang ibu memberikan efek kepercayaan terhadap sebuah merek.

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