Pengaruh brand reputation, brand experience, dan brand competence terhadap trust in a brand (studi kasus pada pengguna produk Iphone di Indonesia) = The effect of brand reputation, brand experience, and brand competence on trust in a brand (case study on Iphone product users in Indonesia)

Japen, Kheisa (2024) Pengaruh brand reputation, brand experience, dan brand competence terhadap trust in a brand (studi kasus pada pengguna produk Iphone di Indonesia) = The effect of brand reputation, brand experience, and brand competence on trust in a brand (case study on Iphone product users in Indonesia). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

IPhone menguasai pangsa pasar hampir 12 persen di pasar smartphone di Indonesia. Kuatnya pangsa pasar iPhone di Indonesia menunjukkan tingginya kepercayaan konsumen terhadap brand iPhone tersebut atau biasa disebut dengan trust in brand. Ha1 ini tentunya dapat disebabkan o1eh berbagai faktor. Pene1itian ini bertujuan untuk menguji hipotesis dan mengana1isis pengaruh brand reputation, brand experience, dan brand competence secara parsia1 dan simu1tan terhadap trust in a brand pengguna produk iPhone di Indonesia. Metode pene1itian ada1ah kuantitatif dengan desain pene1itian survey. Dengan menggunakan unit ana1isis se1uruh pengguna iPhone di Indonesia diambi1 sampe1 sebanyak 200 responden dengan metode penarikan rumus S1ovin. Pengumpu1an data menggunakan kuesioner. Teknik ana1isis data menggunakan ana1isis statistik deskriptif dan ana1isis Partial Least Square (P1S) dengan bantuan SMART PLS4.1.1.0. Hasi1 pene1itian menunjukkan bahwa ni1ai t hitung untuk variabe1 brand reputation terhadap trust in a brand 1ebih keci1 dari t tabe1 (1,552 < 1,65251) dan ni1ai p-values yan juga 1ebih besar dari 0,05 (0,121 > 0,05). Artinya variabe1 pertama ini tidak berpengaruh terhadap trust in a brand. brand experience dan brand competence memi1iki ni1ai t hitung yang sama-sama 1ebih besar dari t tabe1 (t hitung X2 = 3,054 > 1,65251) dan (t hitung X3 = 7,119 > 1,65251) serta ni1ai P-Values dari kedua variabe1 (p va1ues X2 = 0,002 < 0,05) dan (p va1ues X3 = 0,000 < 0,05) sehingga hipotesis dapat diterima maka variabe1 brand experience dan brand competence secara parsia1 masing-masing berpengaruh terhadap trust in a brand pada pengguna produk Iphone di Indonesia. Ni1ai P values untuk kese1uruhan variabe1 secara simu1tan ada1ah sebesar 0,000 di mana ni1ai tersebut 1ebih keci1 dari 0,05 (0,00 < 0,05). Adapun ni1ai F hitung nya ada1ah sebesar 103,704. Ni1ai tersebut jauh 1ebih besar dari ni1ai F hitung yaitu sebesar 2,65. Maka dapat disimpu1kan bahwa secara simu1tan brand reputation, brand experience, dan brand competence berpengaruh terhadap trust in a brand. / The iPhone dominates almost 12 percent of the smartphone market share in Indonesia. The strong market share of the iPhone in Indonesia shows the high consumer trust in the iPhone brand or commonly called trust in brand. This can certainly be caused by various factors. This study aims to test the hypothesis and analyze the influence of brand reputation, brand experience, and brand competence partially and simultaneously on trust in a brand of iPhone product users in Indonesia. The research method is quantitative with a survey research design. By using the analysis unit of all iPhone users in Indonesia, a sample of 200 respondents was taken using the Slovin formula withdrawal method. Data collection using a questionnaire. The data analysis technique uses descriptive statistical analysis and Partial Least Square (P1S) analysis with the help of SMART PLS4.1.1.0. The results of the study show that the t-value for the brand reputation variable on trust in a brand is smaller than the t-table (1.552 < 1.65251) and the p-values are also greater than 0.05 (0.121 > 0.05). This means that the first variable does not affect trust in a brand. brand experience and brand competence have the same t-values that are greater than t-table (t-value X2 = 3.054 > 1.65251) and (t-value X3 = 7.119 > 1.65251) and the P-values of both variables (p-value X2 = 0.002 < 0.05) and (pvalue X3 = 0.000 < 0.05) so that the hypothesis can be accepted, then the brand experience and brand competence variables partially each have an effect on trust in a brand on iPhone product users in Indonesia. The P-values for all variables simultaneously are 0.000 where the value is smaller than 0.05 (0.00 < 0.05). The calculated F value is 103.704. This value is much greater than the calculated F value of 2.65. So it can be concluded that simultaneously brand reputation, brand experience, and brand competence have an effect on trust in a brand.

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