Faktor-faktor yang memengaruhi purchase intention pada brand Dior di Indonesia

Regina, Stephanie (2022) Faktor-faktor yang memengaruhi purchase intention pada brand Dior di Indonesia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Saat ini dunia digital sudah semakin berkembang, khususnya pada pemasaran digital atau melalui media social. Dengan demikian, banyak merek segera memutuskan untuk mengeksplorasi media sosial dan mengembangkan strategi pemasaran digital, yang efisiensinya dilacak untuk meningkatkan peningkatan. Penelitian ini bertujuan untuk memahami bagaimana pengaruh brand equity, consumer-brand relationship, user attitude, nature of the message, perceived social value, dan social media marketing terhadap purchase intention pada brand Dior di Indonesia. Penelitian ini merupakan penelitian kausal dengan menggunakan pendekatan kuantitatif deskriptif. Populasi yang digunakan dalam penelitian ini adalah orang yang berbelanja fashion brand di Indonesia, sedangkan sampel yang diambil adalah orang yang belum pernah berbelanja fashion brand Dior di Indonesia sebanyak 215 orang. Penelitian ini bersumber dari data primer yang diperoleh melalui pengambilan kuesioner. Teknik analisis data yang digunakan dalam penelitian ini adalah analisis Structural Equation Modelling (SEM) dengan menggunakan program Partial Least Square (PLS). Hasil pada penelitian ini menunjukan bahwa brand equity berpengaruh positif terhadap purchase intention. Sedangkan social media marketing, user attitude, nature of the message, dan perceived social value tidak berpengaruh terhadap purchase intention. Kontribusi penelitian ini diharapkan dapat menjadi pertimbangan dan masukkan bagi brand Dior di Indonesia untuk meningkatkan faktor-faktor yang berpengaruh terhadap purchase intention pada brand Dior. / The digital world is growing, especially in digital marketing or social media. Thus, many brands immediately decide to explore social media and develop digital marketing strategies, the efficiency of which is tracked to increase improvement. This study aims to understand the influence of social media marketing, consumer attitude, nature of the message, brand equity, perceived social value, utilitarian value, and economic value on purchase intention of the Dior brand in Indonesia. This research is causal research using a descriptive quantitative approach. The population used in this study were people who shopped for fashion brands in Indonesia, while the samples taken were people who had never shopped for Dior fashion brands in Indonesia as many as 215 people.. This research is sourced from primary data obtained through questionnaires. The data analysis technique used in this research is Structural Equation Modeling (SEM) analysis using Partial Least Square (PLS) program. The results of this study indicate that brand equity and economic value positively affect purchase intention. Meanwhile, social media marketing, customer attitude, nature of the message, perceived social value, and utilitarian value do not affect purchase intention. The contribution of this research is expected to be a consideration and input for the Dior brand in Indonesia to increase the factors that influence purchase intention on the Dior brand.

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