Pengaruh kualitas produk, brand image, minat beli terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening pada Shopee

Jahja, Riandi (2022) Pengaruh kualitas produk, brand image, minat beli terhadap keputusan pembelian dengan kepercayaan sebagai variabel intervening pada Shopee. Masters thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini dilakukan untuk mengetahui pengaruh kualitas produk, brand image, minat beli terhadap keputusan pembelian melalui kepercayaan. Penelitian ini dilakukan dengan melibatkan 160 konsumen Shopee. Pengumpulan data dilakukan dengan menyebarkan kuesioner dengan skala likert 1 – 5 berdasarkan metode purposive sampling. Data dianalisis dengan metode SEM berbasiskan PLS dengan menggunakan smartPLS. Hasil penelitian ini menyatakan bahwa kepercayaan tidak dapat memediasi kualitas produk, brand image, dan minat beli terhadap keputusan pembelian. Walaupun begitu brand image dan minat beli berpengaruh secara signifikan terhadap keputusan pembelian. Penelitian ini diharapkan dapat berimplikasi pada manajerial terutama untuk meningkatkan brand image dan minat beli yang akan berdampak pada peningkatan keputusan pembelian dari konsumen Shopee. / This study aims to determine the impact of quality product, brand image, purchase intention towards purchase decision through trust. This study involves 160 consumer of Shopee. This study uses purposive sampling and data collection instrument of questionnaire with Likert scale from 1 to 5. Data analysis is processed using PLS based SEM method from smartPLS. The result of this study claims that trust isn’t able to mediate product quality, brand image, and purchase intention towards purchase decision. Therefore, brand image and purchase intention have significant impact towards purchase decision. With anticipation, this study might affect managerial implication in term of increasing brand image and purchase intention to assure an increment for purchase decision of Shopee consumer.

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