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KORELASI MULTIVARIATE BRAND TRUST DENGAN PURCHASE INTENTION KONSUMEN GREEN TEA DI FOOD COURT GIANT HYPERMART, WARU SIDOARJO

Tri Tjahjo Poernomo

Abstract


Abstrak

 

Artikel penelitian ini bertujuan untuk mengukur kedekatan hubungan multivariat kepercayaan merek (dimensi viabilitas & dimensi intensionalitas) dengan niat beli. Sampel penelitian terdiri dari 60 partisipan pengkonsumsi minuman green tea di food court, giant hypermart waru melalui pendekatan judgement sample (Cooper & Emory, 2013). Parameter dimensi intensionalitas (x2) memiliki koef.r-partial dominan (13,4%), dibandingkan dengan parameter dimensi viabilitas (x1) yang memiliki koef.r-partial (1%). Model hottelings memiliki kontribusi koef.r-canonical dominan (124,7%) terhadap dua model lainnya (55,49%), (44,50%). Disimpulkan terdapat kepositipan keeratan hubungan yang cukup kuat antara parameter brand trust dan parameter purchase intention (74.4%). Selaras dengan penelitian Fang, Chiu & Wang, (2011) yang mengungkapkan bahwa terdapat hubungan positif antara brand trust dan purchase intention. H1 dan H2 penelitian dapat diterima faktualitasnya

 

 


Keywords


Kata kunci: brand trust; judgement sampaling; purchase intention

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References


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DOI: https://doi.org/10.36269/jeil.v2i01.395

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