Analisis Pengaruh Information Sharing Dan Consumer Knowledge Terhadap Purchase Decision Yang Dimediasi Oleh Brand Trust Pada Pengguna Smartphone Vivo Di Kota Bandung

Muhammad Rafi Fadhila, Dodie Tricahyono

Abstract

ABSTRAK Penlitian ini ditujukan untuk mengetahui apakah brand trust memediasi hubungan antara information sharing dan consumer knowledge dengan purchase decision pengguna smartphone Vivo di Kota Bandung. Penelitian ini merupakan penelitian jenis kuantitatif dimana data yang diperoleh dari kuesioner online akan diolah menggunakan bantuan aplikasi seperti SmartPls. Melalui penelitian ini, dapat dilihat apakah Information sharing dan Consumer Knowledge dapat mempengaruhi Purchase Decision pada Smartphone Vivo yang dimediasi Brand Trust. Penulis menggunakan partial least square dengan aplikasi SmartPls yang membantu penulis untuk menemukan hubungan mediasi antar variabel yang ada didalam penelitian karena data yang dipaparkan lengkap dan terartur pada penelitian ini. Teori yang digunakan sebagian besar didominasi Sekaran dan Bougie, dan Kotler dan Armstrong dengan teori pemasarannya [19] [9]. Setelah dilakukan penelitian terhadap 100 pengguna smartphone Vivo ditemukan kriteria pengguna yang didominasi laki-laki. Lalu secara keseluruhan ditemukan positif signifikan masing-masing variabel sangat berpengaruh, ditemukan juga brand trust memediasi secara penuh atau full hubungan antara information sharing dan consumer knowldge terhadap purchase decision. Kata Kunci: Information Sharing, Consumer Knowledge, Purchase Decision, dan Brand Trust. ABSTRACT This research is intended to find out whether brand trust mediates the relationship between information sharing and consumer knowledge with the purchase decision of Vivo smartphone users in the city of Bandung. This research is a quantitative type of research in which data obtained from online questionnaires will be processed using the help of applications such as SmartPls. Through this research, it can be seen whether Information sharing and Consumer Knowledge can influence Purchase Decisions on Vivo Smartphones mediated by Brand Trust. The author uses partial least square with the SmartPls application which helps the writer to find mediation relationships between variables in the study because the data presented are complete and ordered in this study. The theory used is largely dominated by Sekaran and Bougi, and Kotler and Armstrong with their marketing theory[19] [9].. After a study of 100 Vivo smartphone users found male-dominated user criteria. Then overall a significant positive was found for each of the highly influential variables, it was also found that brand trust mediated fully or fully the relationship between information sharing and consumer knowledge of the purchase decision. Keyword: Information Sharing, Consumer Knowledge, Purchase Decision, and Brand Trust.

Full Text:

PDF

Refbacks

  • There are currently no refbacks.
max_upload :0