Faktor pengaruh purchase intention pada fastfood Burger King: peran dari brand equity

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Diterbitkan: May 30, 2022
DOI: https://doi.org/10.28932/jmm.v21i2.4677
Kata Kunci:
ekuitas merek, kesadaran merek, kualitas yang dirasakan, loyalitas merek, niat beli brand awareness, brand equity, brand loyalty, perceived quality, purchase intention

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Angelina Goh
Universitas Internasional Batam
Candy Candy
Universitas Internasional Batam

Abstrak

Penelitian tentang faktor-faktor yang memengaruhi niat beli pada Burger King di kota Batam dilaksanakan dengan tujuan menguji signifikansi antara kesadaran merek, loyalitas merek, dan kualitas yang dirasakan terhadap niat beli yang dimediasi dengan ekuitas merek. Studi ini dilaksanakan dengan menggunakan metode statistik deskriptif dan verifikatif yang memperoleh 234 orang responden. Sampel penelitian diperoleh menggunakan cara purposive sampling dan pengukuran Likert scale. Responden dikumpulkan dengan cara pengisian Google Form oleh masyarakat yang melakukan pembelian terhadap produk cepat saji Burger King di Kota Batam. Data dari studi kemudian diolah menggunakan Partial Least Square (PLS) dan perangkat lunak SmartPLS 3.0. Hasil penelitian menyatakan terdapat pengaruh signifikan positif antara kesadaran merek, loyalitas merek, dan kualitas yang dirasakan terhadap ekuitas merek. Pengaruh signifikan positif juga terdapat pada pengaruh variabel kesadaran merek, loyalitas merek, dan ekuitas merek terhadap niat beli. Kemudian, variabel ekuitas merek memiliki pengaruh signifikan dalam memediasi variabel kesadaran merek, loyalitas merek, dan persepsi kualitas merek terhadap niat beli. Akan tetapi, tidak terdapat pengaruh signifikan antara kualitas yang dirasakan terhadap niat beli. Hal ini dapat mengindikasikan bahwa persepsi kualitas yang diterima konsumen mampu berkontribusi terhadap penilaian kepada ekuitas merek, akan tetapi tidak selalu berujung dengan memiliki niat beli.

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Goh, A., & Candy, C. (2022). Faktor pengaruh purchase intention pada fastfood Burger King: peran dari brand equity. Jurnal Manajemen Maranatha, 21(2), 187–202. https://doi.org/10.28932/jmm.v21i2.4677
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Vol 21 No 2 (2022): Jurnal Manajemen Maranatha
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