WIBOWO, RIYOKO YUDHI (2019) PENGARUH BRAND AWARENESS DAN BRAND IMAGE TERHADAP PURCHASE INTENTIONS NASABAH MELALUI BRAND TRUST DI PT. ASURANSI UMUM BCA. S2 thesis, Universitas Mercu Buana.
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Abstract
This research aims to analyze the effect of brand awareness, brand image, brand trust, and their impact on purchase intention on BCA Insurance customer. It is using an accidental and nonprobability sample technique, a total sample of 102 respondents were obtained. Data analysis of this study was conducted using SPSS (Statistical Package for the Social Sciences) software and then using Amos for SEM modeling. Moreover, the analysis used descriptive statistics and path analysis to facilitate meaningful analysis. The findings indicate that each independent variable has an effect in both brand trust and purchase intention. Contrary, brand image variable is having negative insignificant effect on purchase intention. Nevertheless, the following variables which consist of brand awareness, brand image, simultaneously have a significant effect on both brand trust and purchase intention. Moreover, the significant factor simultaneously can be determined through path analysis of brand awareness, brand image, and brand trust towards purchase intention. It is suggested that management should maintain and increase purchase intention of its customer by optimizing brand awareness through campaign and fix the brand image of the company. Further research on brand awareness, brand image, brand trust and purchase intention are also suggested Keywords: brand awareness, brand image, brand trust, purchase intention, insurance Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, citra merek, kepercayaan merek, dan dampaknya terhadap niat beli pada pelanggan Asuransi BCA. Ini menggunakan teknik sampel kebetulan dan nonprobability, total sampel 102 responden diperoleh. Analisis data penelitian ini dilakukan dengan menggunakan perangkat lunak SPSS (Paket Statistik untuk Ilmu Sosial) dan kemudian menggunakan Amos untuk pemodelan SEM. Selain itu, analisis menggunakan statistik deskriptif dan analisis jalur untuk memfasilitasi analisis yang bermakna. Temuan menunjukkan bahwa masing-masing variabel independen memiliki pengaruh dalam kepercayaan merek dan niat beli. Sebaliknya, variabel citra merek memiliki pengaruh negatif tidak signifikan terhadap niat beli. Namun demikian, variabel-variabel berikut yang terdiri dari kesadaran merek, citra merek, secara simultan memiliki pengaruh signifikan terhadap kepercayaan merek dan niat beli. Selain itu, faktor signifikan secara bersamaan dapat ditentukan melalui analisis jalur kesadaran merek, citra merek, dan kepercayaan merek terhadap niat pembelian. Disarankan agar manajemen mempertahankan dan meningkatkan niat beli pelanggannya dengan mengoptimalkan kesadaran merek melalui kampanye dan memperbaiki citra merek perusahaan. Penelitian lebih lanjut tentang kesadaran merek, citra merek, kepercayaan merek dan niat beli juga disarankan Kata kunci: kesadaran merek, citra merek, kepercayaan merek, niat beli, asuransi
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