ADHITAMA, MUHAMMAD GUNTUR (2026) PENGARUH TAGLINE "BEKAS RASA BARU" TERHADAP SIKAP KONSUMEN MELALUI PERSEPSI DAN KEPERCAYAAN (SURVEY PADA SHOWROOM MOBIL BEKAS TOYOTA TRUST KARAWANG PERIODE 2025). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The used car industry continues to face various challenges related to consumer skepticism, information asymmetry, and low levels of trust in the quality of the products offered. These conditions encourage companies to utilize marketing communication strategies that can reduce uncertainty and build consumer confidence. This study aims to analyze the influence of the tagline “Used Feels New” on consumer attitudes through perception and trust among Toyota Trust Karawang customers. The study applies the Stimulus–Organism–Response (S-OR) Theory and Brand Trust Theory to explain how a tagline, as a communication stimulus, can influence consumers’ psychological processes. The research employed a quantitative approach using a survey method involving 200 Toyota Trust Karawang customers. Data were collected through questionnaires using a Likert scale and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with the assistance of SmartPLS 4. The results indicate that the tagline “Used Feels New” has a positive and significant influence on consumer perception, trust, and attitudes. In addition, perception and trust were found to partially mediate the relationship between the tagline and consumer attitudes. These findings suggest that a tagline functions not only as a promotional slogan but also as a reassurance communication mechanism capable of reducing consumer uncertainty in used car transactions. This study contributes to the development of marketing communication research, particularly within the context of the high-risk automotive industry. Keywords: tagline, perception, trust, consumer attitude, marketing communication, used car industries Industri mobil bekas masih menghadapi berbagai tantangan terkait skeptisisme konsumen, asimetri informasi, serta rendahnya tingkat kepercayaan terhadap kualitas produk yang ditawarkan. Kondisi tersebut mendorong perusahaan untuk memanfaatkan strategi komunikasi pemasaran yang mampu mengurangi ketidakpastian dan membangun keyakinan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh tagline “Bekas Rasa Baru” terhadap sikap konsumen melalui persepsi dan kepercayaan pada pelanggan Toyota Trust Karawang. Penelitian ini menggunakan pendekatan Stimulus–Organism–Response (S-O-R) Theory dan Brand Trust Theory untuk menjelaskan bagaimana tagline sebagai stimulus komunikasi mampu memengaruhi proses psikologis konsumen. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survei terhadap 200 pelanggan Toyota Trust Karawang. Pengumpulan data dilakukan melalui penyebaran kuesioner menggunakan skala Likert dan dianalisis menggunakan Structural Equation Modeling–Partial Least Squares (SEM-PLS) dengan bantuan SmartPLS 4. Hasil penelitian menunjukkan bahwa tagline “Bekas Rasa Baru” berpengaruh positif dan signifikan terhadap persepsi, kepercayaan, dan sikap konsumen. Selain itu, persepsi dan kepercayaan terbukti memediasi secara parsial hubungan antara tagline dan sikap konsumen. Temuan ini menunjukkan bahwa tagline tidak hanya berfungsi sebagai slogan promosi, tetapi juga sebagai mekanisme reassurance communication yang mampu mengurangi ketidakpastian konsumen dalam transaksi mobil bekas. Penelitian ini berkontribusi terhadap pengembangan kajian komunikasi pemasaran, khususnya dalam konteks industri otomotif berisiko tinggi. Kata Kunci: tagline, persepsi, kepercayaan, sikap konsumen, komunikasi pemasaran, industri mobil bekas
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