Anteseden dan konsekuensi dari brand trust yang dimoderasi oleh brand commitment pada pengguna Harley Davidson di Indonesia = Antecedents and Consequences of Brand Trust Moderated By Brand Commitment on Harley Davidson Users in Indonesia

Haliem, Richardo Giovanni (2021) Anteseden dan konsekuensi dari brand trust yang dimoderasi oleh brand commitment pada pengguna Harley Davidson di Indonesia = Antecedents and Consequences of Brand Trust Moderated By Brand Commitment on Harley Davidson Users in Indonesia. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Objek yang digunakan pada penelitian ini adalah Harley Davidson, yang merupakan salah satu merek sepeda motor premium dan sangat dikenal hampir diseluruh dunia. Penelitian ini dilakukan karena adanya fenomena yang terjadi berupa hasil penelitian terdahulu yang menunjukkan Harley Davidson memiliki urutan teratas sebagai merek sepeda motor paling dikenal dari beberapa merek sepeda motor pesaingnya, namun pada penelitian terdahulu lainnya menunjukkan tingkat kepercayaan merek Harley Davidson cukup rendah dibandingkan dengan merek-merek pesaingnya tersebut. Subjek yang digunakan dalam penelitian ini merupakan para pengguna Harley Davidson di Indonesia yang dirasa memiliki loyalitas merek cukup tinggi terhadap merek Harley Davidson. Maka dari itu penelitian ini dilakukan untuk meneliti pengaruh adanya kesadaran merek, citra merek, kepercayaan merek, dan komitmen merek terhadap loyalitas merek. Metode penarikan sampel yang digunakan adalah purposive non probability sampling dengan judgement sampling. Sampel pada penelitian ini sebesar 250 responden yang didapatkan dari pengumpulan kuesioner elektronik. Data yang didapatkan diolah menggunakan perangkat lunak SmartPLS dan hasil yang didapatkan yaitu kesadaran merek berpengaruh terhadap citra merek, kesadaran merek berpengaruh terhadap kepercayaan merek, citra merek berpengaruh terhadap kepercayaan merek, kepercayaan merek berpengaruh terhadap loyalitas merek, serta moderasi komitmen merek berpengaruh pada hubungan kepercayaan merek terhadap loyalitas merek. Sehingga implikasi manajerial yang disarankan kepada Harley Davidson adalah meningkatkan faktor-faktor dapat menumbuhkan kesadaran merek, citra merek, kepercayaan merek, dan komitmen merek dari pemgguna Harley Davidson di Indonesia. / The object used in this research is Harley Davidson, which is one of the premium motorcycle brands and is well known almost all over the world. This research was conducted because of a phenomenon that occurred in the form of the results of previous studies which showed Harley Davidson has the top rank as the most recognized motorcycle brand from several competing motorcycle brands, but in other previous studies, the level of trust of the Harley Davidson brand is quite low compared to other brands. competing brands. The subjects used in this study were Harley Davidson users in Indonesia who felt they had high enough brand loyalty to the Harley Davidson brand. Therefore, this study was conducted to examine the effect of brand awareness, brand image, brand trust, and brand commitment on brand loyalty. The sampling method used is purposive non-probability sampling with judgment sampling. The sample in this study amounted to 250 respondents obtained from the collection of electronic questionnaires. The data obtained using the SmartPLS software and the results obtained are brand awareness affects brand image, brand awareness affects brand trust, brand image affects brand trust, brand affects brand loyalty, and moderation of brand commitment affects the relationship between brand trust and brand trust. brand loyalty. Therefore, it is recommended for Harley Davidson to increase the factors that can increase brand awareness, brand image, brand trust, and brand commitment of Harley Davidson adherents in Indonesia.

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