PERAN SIKAP MEMEDIASI PENGARUH BRAND TRUST TERHADAP KEPUTUSAN PEMBELIAN KONSUMEN
| Main Authors: | Lantara, Anak Agung Made Oka, Pramudana, Komang Agus Satria |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2020
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| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/51400 https://ojs.unud.ac.id/index.php/Manajemen/article/view/51400/32858 |
Daftar Isi:
- Keputusan pembelian konsumen merupakan hal yang sangat penting dikarenakan Bali bukan hanya menarik dari sisi budaya, juga sebagai daerah pariwisata banyak berkembang usaha di bidang makanan seperti restoran, café & bar yang mempunyai keunikan tersendiri, baik makanan utama maupun kudapan. Tujuan penelitian ini adalah untuk menganalisis peran sikap memediasi pengaruh brand trust terhadap keputusan pembelian konsumen (Studi Pada Nine-Eleven Café & Concept Store Bali). Penelitian ini dilakukan di Nine-Eleven Café & Concept Store Bali dengan teknik analisis data Path Analisis. Ukuran sampel yang didapat dengan menggunakan metode purposive sampling sebanyak 110 responden. Berdasarkan hasil analisis dapat dikemukakan bahwa brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Nine-Eleven Café & Concept Store Bali. brand trust berpengaruh positif dan signifikan terhadap sikap konsumen pada Nine-Eleven Café & Concept Store Bali. Sikap berpengaruh positif dan signifikan terhadap keputusan pembelian konsumen pada Nine-Eleven Café & Concept Store Bali. Sikap memediasi pengaruh positif brand trust terhadap keputusan pembelian konsumen pada Nine-Eleven Café & Concept Store Bali. Kata kunci : brand trust ̧sikap, keputusan pembelian konsumen
- Consumer purchasing decisions are increasingly increasing because Bali is not only attractive in terms of culture, as a tourism area where many businesses in the food sector, such as restaurants, cafés & bars, have their own uniqueness, both main food and snacks. The purpose of this study was to analyze the role of attitudes to mediate the influence of brand trust on consumer purchasing decisions (Study on Nine-Eleven Café & Concept Store Bali). This research was conducted at Nine-Eleven Café & Concept Store Bali with Path Analysis data analysis techniques. The sample size obtained by using purposive sampling method as many as 110 respondents. Based on the results of the analysis it can be stated that brand trust has a positive and significant effect on consumer purchasing decisions at Nine-Eleven Café & Concept Store Bali. brand trust has a positive and significant effect on consumer attitudes at Nine-Eleven Café & Concept Store Bali. The attitude has a positive and significant effect on consumer purchasing decisions at Nine-Eleven Café & Concept Store Bali. The attitude mediating the positive influence of brand trust on consumer purchasing decisions at Nine-Eleven Café & Concept Store Bali. Keywords: brand trust, attitude, consumer purchasing decisions