STUDI TENTANG PENGARUH BRAND TRUST, PERCEIVED VALUE, DAN BRAND PREFERENCE TERHADAP PURCHASE INTENTION SMARTPHONE APPLE DI KOTA SEMARANG
DOI:
https://doi.org/10.31004/joecy.v6i1.7756Keywords:
Brand Preference, Brand Trust, Perceived Value, Purchase Intention, SmartphoneAbstract
Industri smartphone global menghadapi persaingan ketat, terutama segmen premium di mana purchase intention dipengaruhi faktor psikologis seperti brand trust, perceived value, dan brand preference. Penelitian ini bertujuan menganalisis pengaruh brand trust dan perceived value terhadap purchase intention dengan brand preference sebagai variabel mediasi pada pengguna smartphone Apple di Kota Semarang, Indonesia. Menggunakan pendekatan kuantitatif eksplanatori dengan desain survei, data primer dikumpulkan dari 200 pengguna aktif Apple berusia 17 tahun yang berdomisili di Semarang melalui purposive sampling dengan kuesioner terstruktur berskala Likert 5 poin. Analisis data menggunakan Partial Least Squares-Structural Equation Modeling (PLS-SEM) melalui SmartPLS 4.0. Hasil menunjukkan brand trust dan perceived value berpengaruh positif dan signifikan terhadap brand preference dan purchase intention, dengan brand preference memediasi hubungan tersebut secara parsial. Model menjelaskan 47,5% variasi purchase intention. Disimpulkan bahwa penguatan brand trust dan perceived value melalui konsistensi kualitas dan pengalaman pengguna superior meningkatkan brand preference dan purchase intention berkelanjutan untuk smartphone Apple.
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