The influence of brand credibility on consumers’ purchase intention at pt. central bearindo international – medan branch

Christy, Maya (2019) The influence of brand credibility on consumers’ purchase intention at pt. central bearindo international – medan branch. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Brand credibility is very important in international market and must deliver same value in the world. Consumers perceived a brand is not credible will affect their purchase intention. This research is aimed to analyse the influence of brand credibility on consumers’ purchase intention at PT. Central Bearindo International – Medan Branch.Brand credibility is a brand which has believable product information or able to convey its promises. It can be measured by trustworthiness, expertise, and likability. Purchase Intention is a state to analyzes decision making to buy a product which can be measured by their interest in transaction, exploration, preference, and reference. Research method uses quantitative method through questionnaire. It will be explained by using descriptive method and will be focused on causal relationship. Population is 150 companies. Sample wil be taken 82 companies using purposive sampling method.Z-test finds that brand credibility has influence on consumers’ purchase intention at PT. Central Bearindo International – Medan Branch. Determination test shows that 83.5% of purchase intention is contributed by brand credibility. Correlation test shows high correlation and positive relationship between variables.This research gives recommendation to build a credible brand through product innovation in order to increase consumer interest to find information about the product and do further research using different variable that may affect purchase intention.

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