Pengaruh Threat Emotion Dan Brand Trust Terhadap Keputusan Pembelian Pada Produk Apple Iphone

Putri Alifa Gantasari, Ai Lili Yuliati

Abstract

Abstrak Penelitian ini dilatarbelakangi oleh permasalahan terkait Threat Emotion dan Brand Trust dari pengguna smartphone terhadap produk Apple iPhone. Berdasarkan hasil pra survei, secara keseluruhan responden merasa tidak terlalu tertarik untuk melakukan keputusan pembelian terhadap produk Apple iPhone, karena merasa tidak terancam jika tidak menggunakan produk iPhone dan responden merasa kurang percaya terhadap merek iPhone. Responden merasa banyak dari pesaing lain yang memiliki kualitas dan harga yang sesuai dibandingkan produk iphone, selain itu kepercayaan responden terhadap iPhonepun menurun sebab inovasi yang dilakukkan oleh perusahaan dianggap monoton dan tidak sesuai dengan janji. Penelitian ini bertujuan untuk mengetahui pengaruh Threat Emotion dan Brand Trust terhadap Keputusan Pembelian produk Apple iPhone. Penelitian ini menggunakan metode kuantitatif dengan jenis penelitian deskriptif dan kausal. Pengambilan sampel dilakukan dengan metode non probability sampling jenis Purposive Sampling, dengan jumlah responden sebanyak 100 orang. Teknik analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian dari analisis deskriptif menunjukkan bahwa variabel threat emotion berada pada kategori cukup baik, brand trust, dan keputusan pembelian berada pada kategori baik. Hasil analisis regresi linier berganda menunjukkan vaiabel threat emotion dan brand trust berpengaruh positif terhadap keputusan pembelian produk Apple iPhone, besarnya pengaruh threat emotion dan brand trust terhadap keputusan pembelian sebesar 41,3%. Kata kunci: threat emotion, brand trust, keputusan pembelian

 

Abstract This research is motivated by problems related to Threat Emotion and Brand Trust from smartphone users on Apple iPhone products. Based on the results of the pre-survey, overall respondents felt not too interested in making purchasing decisions on Apple iPhone products, because they felt they were not threatened if they did not use iPhone products and respondents felt less trust in the iPhone brand. Respondents felt that many of the other competitors had the right quality and price compared to iphone products, besides that respondents' confidence in iPhonepun decreased because innovations carried out by the company were considered monotonous and not under promises. This study aims to determine the effect of Threat Emotion and Brand Trust on the decision to purchase Apple iPhone products. This study uses a quantitative method with a type of descriptive and causal research. Sampling is done by non-probability sampling type Purposive Sampling, with the number of respondents as many as 100 people. Descriptive analysis techniques and multiple linear regression analysis. The results of the descriptive analysis show that threat emotion variables is in a fairly good category, brand trust, and purchasing decisions are in good category. The results of multiple linear regression analysis showed threat emotion and brand trust variable had a positive effect on purchasing decisions of Apple iPhone products, the magnitude of the effect of threat emotion and brand trust on purchasing decisions by 41,3% Keywords: threat emotion, brand trust, purchase decision

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