Dampak Merek, Ekuitas Merek dan Kepercayaan Pelanggan Terhadap Niat Beli Ulang pada PT. Asrta Honda Motor Tbk
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Abstract
Penelitian ini bertujuan menganalisis pengaruh citra merek, ekuitas merek, dan kepercayaan pelanggan terhadap niat beli ulang konsumen. Data dikumpulkan melalui kuesioner skala Likert 5 poin dan diolah dari 52 responden. Setiap konstruk diukur dengan tiga butir pernyataan yang kemudian diagregasi menjadi skor komposit. Analisis dilakukan secara deskriptif, korelasi Pearson, serta regresi linier berganda. Hasil analisis menunjukkan bahwa rata-rata skor citra merek, ekuitas merek, kepercayaan pelanggan, dan niat beli ulang berada pada kategori tinggi (mean masing-masing sekitar 11,6; 11,9; 11,8; dan 12,1 dari rentang 3–15). Korelasi Pearson menunjukkan bahwa kepercayaan pelanggan memiliki hubungan paling kuat dengan niat beli ulang (r = 0,513), diikuti citra merek (r = 0,402) dan ekuitas merek (r = 0,214). Hasil regresi mengindikasikan bahwa kepercayaan pelanggan berpengaruh positif dan signifikan terhadap niat beli ulang (β = 0,343; p = 0,004), sedangkan citra merek berpengaruh positif namun hanya signifikan pada taraf 10% (β = 0,150; p = 0,098) dan ekuitas merek tidak berpengaruh signifikan (β = –0,060; p = 0,536). Model secara simultan signifikan dengan R² sebesar 0,307 (F = 7,10; p < 0,001). Temuan ini menegaskan pentingnya membangun kepercayaan pelanggan sebagai faktor kunci yang mendorong niat beli ulang, sementara citra merek berperan sebagai pendorong tambahan, dan ekuitas merek kemungkinan bekerja melalui variabel lain seperti kepuasan atau loyalitas.
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