Pengaruh brand personality, warranty, customer reviews dan online product information terhadap brand trust dan dampaknya terhadap purchase intention: studi kasus pada sepeda motor Honda Matic High

Chahyono, Jentya (2019) Pengaruh brand personality, warranty, customer reviews dan online product information terhadap brand trust dan dampaknya terhadap purchase intention: studi kasus pada sepeda motor Honda Matic High. Masters thesis, Universitas Pelita Harapan.

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Abstract

This research is aimed to test whether brand personality, warranty, customer reviews, testimonials, product configurator online, and product description containing picture variables positive influence to brand trust. Moreover, this research is also test variables brand trust impact to purchase intention. This research is intended for potential millennial consumer who have an intention to buy Honda motorcycle category matic high in Java and Bali, where the total respondent obtained reaches 398 respondents. This research’s analyzation uses Smart PLS 3.2.7. This research shows the positive impact that brand personality warranty, product configurator online, and product description containing picture variables to brand trust variable, and the research also shows that brand trust has a positive impact to purchase intention. However, customer reviews and testimonials variables shows no impact or influence towards brand trust. / Penelitian ini bertujuan untuk menguji apakah variabel brand personality, warranty, customer reviews, testimonials, product configurator online, dan product description containing picture berpengaruh positif terhadap brand trust. Selain itu juga meneliti apakah variabel brand trust berpengaruh pada variabel purchase intention. Penelitian ini ditujukan kepada konsumen milenial yang potensial untuk membeli sepeda motor Honda kategori matic high di Jawa dan Bali dimana total responden yang diperoleh sebanyak 398 responden. Analisa penelitian ini menggunakan PLS-SEM melalui aplikasi SmartPLS 3.2.7. Hasil penelitian ini menunjukan variabel brand personality warranty, product configurator online, dan product description containing picture berpengaruh positif terhadap brand trust dan brand trust juga berpengaruh positif terhadap purchase intention. Sedangkan variabel customer reviews dan testimonials tidak memiliki pengaruh terhadap brand trust.

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