Keputusan pembelian ditinjau dari brand trust, brand awareness dan word of mouth

Authors

  • Sonia Kusumastuti Fakultas Ekonomi Universitas Islam Batik, Surakarta.
  • Istiatin Istiatin Fakultas Ekonomi Universitas Islam Batik, Surakarta.
  • Sudarwati Sudarwati Fakultas Ekonomi Universitas Islam Batik, Surakarta.

DOI:

https://doi.org/10.30872/jkin.v19i3.11407

Keywords:

Keputusan pembelian, brand trust, brand awareness, word of mouth

Abstract

Penelitian bertujuan guna mengetahaui pengaruh brand trust, brand awareness dan word of mouth terhadap keputusan pembelian susu bear brand di luwes Gentan Surakarta. Peneliti menggunakan penelitian kuantitatif. Sampel penelitian ini adalah 100 responden pembelian produk susu bear brand di luwes Gentan Surakarta. Teknik pengambilan sampel probability sampling dengan menggunakan simple random sampling. Teknik pengumpulan data dilakukan sebagaimana menyebarkan kuesioner menggunakan skala linkert. Peneliti menggunakan uji instrument yaitu uji validitas dan reliabilitas dengan metode analisis regresi linier berganda, dimana hasil penelitian menandakan sebagaimana secara parsial bahwa brand awareness dan word of mouth berpengaruh secara positif dan signifikan terhadap keputusan pembelian susu bear brand di luwes Gentan Surakarta, sedangkan brand trust tidak berpengaruh signifikan terhadap keputusan pembelian susu bear brand di luwes Gentan Surakarta. Sedangkan untuk hasil determinasi diketahui bahwa brand trust, brand awareness dannword of mouth terhadappkeputusan pembelian susuubear brand di luwes Gentan Surakarta sebesar 63,4% sedangkan sisanya sumbangan variabel sebesar 36,6% dipengaruhiioleh variabel lain seperti physical evidence, promosi, lokasi dan lain – lain.

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Published

2022-08-31

How to Cite

Kusumastuti, S., Istiatin, I., & Sudarwati, S. (2022). Keputusan pembelian ditinjau dari brand trust, brand awareness dan word of mouth. Kinerja : Jurnal Ekonomi Dan Manajemen, 19(3), 590–597. https://doi.org/10.30872/jkin.v19i3.11407

Issue

Vol. 19 No. 3 (2022): Agustus

Section

Articles

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