Pengaruh Brand Image Terhadap Purchase Intention Melalui Brand Loyalty Pada Billionaires Project

Dea Cesariana Putri, Citra Kusuma Dewi

Abstract

ABSTRAK Fenomena ketenaran influencer ini membuat influencer memanfaatkan kesempatannya untuk membuat brand bisnis seperti clothing line, influencer juga memiliki pengaruh yang signifikan di media sosial sehinga mereka yakin daya tarik yang dimilikinya dapat membuat pengikutnya menggunakan produk yang mereka miliki. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Image terhadap Purchase Intention melalui Brand Loyalty pada Billionaires Projet. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif. Teknik sampling yang digunakan adalah teknik non probability sampling jenis Purpose Sampling dengan jumlah responden sebanyak 100 orang, teknik analisis data menggunakan analisis deskriptif yang menggunakan Structural Equation Model – Partial Least Square (SEM-PLS) Pengolahan data dilakukan dengan menggunakan software Smart PLS, berdasarkan hasil pengolahan data diketahui bahwa brand image, dan purchase intention berada pada ketegori baik. Dan Brand Loyalty berada dalam kategori sangat baik. Hasil analisis SEM-PLS pada penelitian ini yaitu Brand Image memiliki pengaruh yang positif dan signifikan terhadap Brand Loyalty. Brand Loyalty memiliki pengaruh yang positif dan signifikan terhadap Purchase Intention. Brand Image memiliki pengaruh yang positif dan signifikan terhadap Purchase Intention melalui Brand Loyalty Kata Kunci: Brand Image, Brand Loyalty, Putchase Intention ABSTRACT This phenomenon of influencer fame makes influencers take advantage of the opportunity to create business brands such as clothing lines, influencers also have a significant influence on social media so that they believe their attractiveness can make their followers use the products they have. This study aims to determine the effect of Brand Image on Purchase Intention through Brand Loyalty on Billionaires Projet. This research uses quantitative methods with descriptive research type. The sampling technique used is a non-probability sampling technique with a type of Purpose Sampling with a total of 100 respondents, the data analysis technique uses descriptive analysis using the Structural Equation Model - Partial Least Square (SEM-PLS). Data processing was carried out using Smart PLS software, based on the results of data processing it was known that brand image and purchase intention were in the good category. And brand loyalty were in the very good category The result of SEM-PLS analysis in this study is that Brand Image has a positive and significant effect on Brand Loyalty. Brand Loyalty has a positive and significant effect on Purchase Intention. Brand Image has a positive and significant influence on Purchase Intention through Brand Loyalty Keywords: Brand Image, Brand Loyalty, Purchase Intention

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