Analisis Intervensi Brand Trust pada Brand Awarness, Kualitas Produk, Keputusan Pembelian Garnier
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand awareness dan kualitas produk terhadap keputusan pembelian dengan brand trust sebagai variabel intervening. Penelitian ini dilatarbelakangi oleh meningkatnya persaingan industri kosmetik yang mengharuskan perusahaan tidak hanya membangun kesadaran merek dan menjaga kualitas produk, tetapi juga meningkatkan kepercayaan merek. Metode penelitian yang digunakan adalah pendekatan kuantitatif deskriptif dengan pengumpulan data melalui kuesioner. Penelitian ini melibatkan 182 responden yang merupakan pengguna produk Garnier di daerah Kota Semarang. Analisis data penelitian ini dilakukan menggunakan metode Structural Equation Modeling-Partial Least Squares SEM-PLS. Hasil penelitian ini menunjukan brand awareness dan kualitas produk berpengaruh secara positif dan signifikan terhadap brand trust serta keputusan pembelian. Brand trust mampu memediasi hubungan brand awareness dan kualitas produk terhadap keputusan pembelian. Penelitian ini menunjukan bahwa brand trust berperan secara strategis dalam meningkatkan keputusan pembelian konsumen di tengah persaingan pasar kosmetik. Penelitian ini diharapkan dapat menjadi landasan bagi perusahaan dalam merancang strategi pemasaran berfokus pada penguatan kepercayaan merek melalui peningkatan kualitas produk dan konsistensi komunikasi merek.
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