Pengaruh Brand Awareness dan Brand Image terhadap Purchase Intention dengan Customer Trust sebagai Variabel Mediasi pada Produk Otak-Otak Bandeng Bu Muzanah Store

Dewi, Hilda Camila and Dr. Zainal Abidin, S.Pi, MBA, MP (2023) Pengaruh Brand Awareness dan Brand Image terhadap Purchase Intention dengan Customer Trust sebagai Variabel Mediasi pada Produk Otak-Otak Bandeng Bu Muzanah Store. Sarjana thesis, Universitas Brawijaya.

Abstract

Kabupaten Gresik menjadi salah satu daerah yang potensi perikanannya cukup besar dengan komoditas utama berupa ikan bandeng. Tingginya hasil produksi ikan bandeng dimanfaatkan dengan diolah menjadi otak-otak bandeng agar meningkatkan nilai jual. Salah satu pelopor usaha tersebut adalah BU MUZANAH Store. Banyaknya kompetitior mengaharuskan produsen menghasilkan produk berkualitas & pelayanan terbaik agar tercipta branding yang baik sehingga dapat membangun kepercayaan pelanggan guna menarik minat pembelian. Penting bagi BU MUZANAH Store memberikan stimulus berupa brand awareness dan brand image yang dapat menciptakan customer trust dan menghasilkan respon berupa purchase intention. Dengan demikian, dapat menghadapi persaingan bisinis yang kompetitif secara efektif. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand image, dan customer trust terhadap purchase intention, pengaruh brand awareness dan brand image terhadap customer trust, serta peran customer trust dalam memediasi brand awareness dan brand image terhadap purchase intention. Dilaksanakan selama bulan Maret – Mei 2023 di Kabupaten Gresik dengan menggunakan pendekatan deskriptif kuantitatif. Sampel yang digunakan dalam penelitian ini berjumlah 130 orang yang berusia minimal 18 tahun dan pernah membeli produk otak-otak bandeng BU MUZANAH store dalam kurun waktu 1 tahun terakhir. Analisis data menggunakan WarpPLS SEM Method serta analisis deskriptif. Hasil penelitian ini yaitu brand awareness dan brand image sebagai stimulus mampu menciptakan customer trust dan membentuk respon purchase intention pada produk otak-otak bandeng BU MUZANAH Store. Brand awareness dan brand image mampu menciptakan customer trust pada produk otak-otak bandeng BU MUZANAH Strore. Customer trust berperan memediasi secara parsial brand awareness dan brand image dalam mempengaruhi konsumen sehingga menghasilkan respon purchase intention pada produk otak-otak bandeng BU MUZANAH Store. Dapat disimpulkan bahwa brand image menjadi stimulus penting yang efektif agar mengahasilkan respon purchase intention melalui mediasi parsial customer trust pada produk otak-otak bandeng BU MUZANAH Store. Diharapkan pelaku usaha dapat meningkatkan brand image diikuti customer trust agar mendorong minat pembelian pada pelanggan. Penelitian ini diharapkan dapat menyediakan informasi dalam pengembangan penelitian selanjutnya.

English Abstract

Gresik Regency is one of the area that have fishery potential with the main commodity being milkfish. The high yield of milkfish production is utilized by processing it into otak-otak bandeng in order to increase the sale value. One of the pioneers of this business is BU MUZANAH Store. The number of competitors requires BU MUZANAH Store produce the best quality product & service in order to make good branding and increasing customer trust then forming purchase intention. It is important for BU MUZANAH Store to provide stimulus like brand awareness and brand image that increase customer trust also create response that is purchase intention. Thus, can face competitive business competition effectively. This study aims are determining the effect of brand awareness, brand image, and customer trust on purchase intention, the effect of brand awareness and brand image on customer trust, and the role of customer trust in mediating brand awareness and brand image on purchase intention. This research was conducted from March to May 2023 in Gresik Regency using a quantitative descriptive approach. The sample used in this study was 130 people who were at least 18 years old and had purchased otak-otak bandeng products at BU MUZANAH store in the last 1 year. Data analysis using WarpPLS SEM Method and descriptive analysis. The results of this study are brand awareness and brand image as a stimulus capable of creating customer trust and forming a response to purchase intention on BU MUZANAH Store's otak-otak bandeng products. Brand awareness and brand image are able to create customer trust in BU MUZANAH Strore's otak-otak bandeng products. Customer trust have a role in partially mediating brand awareness and brand image in influencing consumers to creating purchase intention response to BU MUZANAH Store's otak-otak bandeng products. It can be concluded that brand image is an important and effective stimulus to create purchase intention response through partial mediation of customer trust in BU MUZANAH Store's otak-otak bandeng products. It is hoped that BU MUZANAH Store can increase brand image followed by customer trust in order to encourage purchase interest from customers. This research is expected to provide information in the development of further research.

Item Type:	Thesis (Sarjana)
Identification Number:	0523080462
Subjects:	300 Social sciences > 338 Production > 338.3 Other extractive industries > 338.37 Products > 338.372 Products of fishing, whaling, hunting, trapping > 338.372 7 Products of fishing, whaling, hunting, trapping (Fishing)
Divisions:	Fakultas Perikanan dan Ilmu Kelautan > Agrobisnis Perikanan
Depositing User:	Sugeng Moelyono
Date Deposited:	12 Dec 2023 03:41
Last Modified:	12 Dec 2023 03:41
URI:	http://repository.ub.ac.id/id/eprint/205084

Text (DALAM MASA EMBARGO) Hilda Camila Dewi.pdf Restricted to Registered users only until 31 December 2025. Download (3MB)

Actions (login required)

View Item