PENGARUH CITRA MEREK DAN KUALITAS LAYANAN TERHADAP KEPUTUSAN PEMBELIAN PRODUK AEROSTREET SECARA ONLINE YANG DIMEDIASI OLEH KEPERCAYAAN MEREK
DOI:
https://doi.org/10.31539/costing.v7i6.13823Keywords:
Citra merek, Keputusan pembelian, Kepercayaan merek, Kualitas layanan, SEM.Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh citra merek dan kualitas layanan terhadap keputusan pembelian produk Aerostreet secara online, dengan kepercayaan merek sebagai variabel mediasi. Penelitian menggunakan pendekatan kuantitatif dengan data primer yang diperoleh melalui kuesioner daring menggunakan skala Likert. Responden sebanyak 120 mahasiswa Fakultas Ekonomi dan Bisnis Universitas Muhammadiyah Surakarta dipilih menggunakan metode purposive sampling berdasarkan kriteria usia 15–30 tahun dan pengalaman membeli produk Aerostreet secara online. Analisis data dilakukan menggunakan metode SEM berbasis SmartPLS untuk menguji validitas, reliabilitas, dan hubungan antarvariabel. Hasil penelitian menunjukkan bahwa citra merek dan kualitas layanan berpengaruh positif dan signifikan terhadap kepercayaan merek dan keputusan pembelian, baik secara langsung maupun melalui kepercayaan merek sebagai mediasi. Keterbatasan penelitian ini mencakup sampel yang terbatas dan penggunaan kuesioner yang dapat memengaruhi akurasi data. Penelitian selanjutnya disarankan untuk menambahkan variabel independen seperti kualitas produk, harga, dan promosi, serta memperluas sampel konsumen dari berbagai latar belakang.
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Aeni, N., & Ekhsan, M. (2021). Pengaruh Brand Image Terhadap Keputusan Pembelian yang di Mediasi Brand Trust. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 4(1), 377–386. https://doi.org/10.36778/jesya.v4i1.331
Affandi, M., Suherman, S., & Aditya, S. (2023). Efek Mediasi Brand Trust dalam Pengaruh Brand Image dan E–Service Quality Terhadap Customer Loyalty Bukalapak. SINOMIKA Journal: Publikasi Ilmiah Bidang Ekonomi Dan Akuntansi, 1(6), 1499–1516. https://doi.org/10.54443/sinomika.v1i6.731
Andra, Y., Arsya, V., & Besra, E. (2021). The effect of e-service quality and perceived value on e-trust with e-satisfaction as a mediation variable (study on customer who online shopping in the shopee app during covid-19 pendemic in Indonesia). Journal of Business Studies and Management Review (JBSMR), 5(1).
Anggoro Wilis, R., & Nurwulandari, A. (2020). The effect of E-Service Quality, E-Trust, Price and Brand Image Towards E-Satisfaction and Its Impact on E-Loyalty of Traveloka’s Customer. 4(3).
Bagas Hapsoro, B., & Ainul Hafidh, W. (2018). Management Analysis Journal The Influence Of Product Quality, Brand Image On Purchasing Decisions Through Brand Trust As Mediating Variable. In Management Analysis Journal (Vol. 7, Issue 4). http://maj.unnes.ac.id
Dyatmika, S. W., & Firdaus, L. M. (2021). The Effect Of Price, Service Quality, And Company Image On Purchase Decisions On Jalanjalan.Id Gresik. Business and Accounting Research (IJEBAR) Peer Reviewed-International Journal, 5(2). www.cnbcindonesia.com
Fitrah All Burman, M. A. I. (2019). The Effect of Website Quality and Brand Image on Consumer Purchase Decisions with Trust as an Intervening Variable (Case Study at Bukalapak.com). European Journal of Business and Management. https://doi.org/10.7176/ejbm/11-28-09
Harahap, D. A., & Amanah, D. (2018). Perilaku Belanja Online Di Indonesia: Studi Kasus. Jurnal Riset Manajemen Sains Indonesia (JRMSI) |, 9(2), 2301–8313. https://doi.org/10.21009/JRMSI
Hasanah, N., & Usman, O. (2021). Influence Of Brand Image, Price, and Product Quality on Purchase Decision on Lazada E-commerce.
Hermawan, B., Basalamah, S., Djamereng, A., & Plyriadi, A. (2017). Effect of Service Quality and Price Perception on Corporate Image, Customer Satisfaction and Customer Loyalty among Mobile Telecommunication Services Provider. IRA-International Journal of Management & Social Sciences (ISSN 2455-2267), 8(1), 62. https://doi.org/10.21013/jmss.v8.n1.p7
Hendro, & Sihombing, S. O. (2011). Memprediksi Hubungan Loyalitas Merek, Rasa Keikutsertaan, Kecocokan Citra Diri Dan Konsumsi Terakhir Terhadap Kesejahteraan Konsumen : Studi Empiris Pada Kedai Kopi Starbucks. Jurnal Ekonomi Dan Bisnis, 12(2), 192. https://doi.org/10.30659/ekobis.12.2.192-207
Indah S. M Maramis, L. M. S. S. R. L. (2022). The Influence Analysis of Brand Image, Service Quality on Purchase Decision Mediated by Customer Trust Mercke’l Pharmacy.
Irwansyah, A., & Mappadeceng, R. (2018). Pengaruh E-Service Quality Terhadap Customer Loyalty Melalui Customer Satisfaction Pada Toko On Line Buka Lapak. In Jurnal Manajemen dan Sains (Vol. 3, Issue 2).
Isa, M., Farid Wajdi, M., Mangifera, L., Mardalis, A., & Kamarulzaman, N. H. (2023). Value Chain and Stakeholders’ Analyses of Batik Tulis Industry in Indonesia. Journal of Evolutionary Studies in Business, 8(2), 138–167. https://doi.org/10.1344/jesb2023.8.2.38898
Isa, M., Mangifera, L., Praswati, A. N., Sina, H. K., Wahyudi, A., Suwondo, A., & Kurniawan, W. (2023). Model Penguatan Kelembagaan Usaha Mikro Dan Kecil Untuk Pengentasan Kemiskinan. Jurnal Kebijakan Pembangunan Daerah, 7(1), 108–123. https://doi.org/10.56945/jkpd.v7i1.221
Leonky Dharma, A. A. (2024). Pengaruh Pemasaran Media Sosial dan E-Service Quality terhadap Keputusan Pembelian dengan Kepercayaan Merek Sebagai Variabel Mediasi Pada Tiktokshop.
Maharani, V. A., & Saputro, E. P. (2024). Pengaruh Influencer, Brand Image, dan Product Quality terhadap Keputusan Pembelian pada Produk Skincare Skintific. El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam, 5(3), 1899–1914. https://doi.org/10.47467/elmal.v5i3.6190
Mbete, G. S., & Tanamal, R. (2020). Effect of Easiness, Service Quality, Price, Trust of Quality of Information, and Brand Image of Consumer Purchase Decision on Shopee Online Purchase. Jurnal Informatika Universitas Pamulang, 5(2), 100. https://doi.org/10.32493/informatika.v5i2.4946
Melawati, A., Welsa, H., Diansepti Maharani, B., Studi Manajemen, P., & Ekonomi, F. (2024). Reslaj: Religion Education Social Laa Roiba Journal Pengaruh E-Service Quality dan E-Trust terhadap E-Loyalty dengan E-Satisfaction sebagai Variabel Intervening pada Aplikasi Belanja Online Shopee: Studi pada Mahasiswa Kota Yogyakarta. https://doi.org/10.47476/reslaj.v6i1.2716
Mulia, I. O., & Fitriyah, Z. (2023). The Impact of E-Service Quality and Sales Promotion on Purchase Decisions in the Zalora Online Shopping Application (Case Study on Zalora Consumers in Surabaya). Jurnal Ekonomi Dan Bisnis Digital, 2(3), 997–1006. https://doi.org/10.55927/ministal.v2i3.4806
Ni, D., Ayu, P. P., Gusti, G. I., & Ketut, A. (2021). The Role Of Brand Trust Mediates The Effect Of Product Quality And Brand Image On Purchase Decision : A Study On Iphone Consumers In Denpasar City. https://doi.org/10.18551/econeurasia.2021-06
Pranoto, F., Haryono, P. B., & Assa, A. F. (2022). The Effect Of Service Quality And Price On Purchase Decisions Mediated By Brand Image. Social Science, Public Administration and Management (HUSOCPUMENT), 2(2), 67–77. https://doi.org/10.51715/husocpument.v2i2.155
Rahayu, S., Limakrisna, N., Horas, J., & Purba, V. (2023). The Influence Of Brand Image, Online Service Quality , And Of Use On Purchase Decisions On With Trust As A Mediation Variable. In International Journal of Science. http://ijstm.inarah.co.id629
Rahmawati. (2021). Pengaruh Online Customer Review, Online Customer Rating Dan Kepercayaan Terhadap Keputusan Pembelian Online (Studi Kasus pada Mahasiswa FEB Universitas PGRI Semarang).
Saputra, A. M., Lubis, P. H., & Nizam, A. (2020). Factors Impacting Millennial Online Purchase Intention With Web Experience Intensity As Moderation. International Journal of Business Management and Economic Review, 03(03), 01–16. https://doi.org/10.35409/ijbmer.2020.3174
Setyawan, A., Isa, M., Wajdi, F., Syamsudin, & Permono, S. (2015). An Assessment of SME Competitiveness in Indonesia. Journal of Competitiveness, 7, 60–74. https://doi.org/10.7441/joc.2015.02.04
Setyowati, D., & Suryoko, S. (2020). Pengaruh E-Service Quality Terhadap Keputusan Pembelian Melalui E-Trust Sebagai Variabel Mediasi (Studi pada Pengguna Situs BukaLapak di Kota Semarang). www.topbrand-award.com
Sitorus, T. B., & Purwanto, E. (2019). The effect of service quality and website quality of zalora.Com on purchase decision as mediated by purchase intention QUALITY MANAGEMENT 87. https://iprice.co.id/insights/mapofecommerce/#iema
Suhaily, L., & Darmoyo, S. (2017). Effect Of Product Quality, Perceived Price And Brand Image On Purchase Decision Mediated By Customer Trust (Study On Japanese Brand Electronic Product). In Jurnal Manajemen: Vol. XXI (Issue 02).
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2024-12-23
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