PENGARUH BRAND IMAGE TERHADAP PURCHASE INTENTION MELALUI E-TRUST (STUDI PADA CALON KONSUMEN ONLINE STORE HOODIEKU)

Imam Bahroni, Hanief Karsa Manggala
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Abstract

In this day and age you can find many shops selling their products through internet media, one of the many products that are sold online is clothing or fashion products. Along with the rise of online stores circulating on the internet, potential consumers must be more confident in choosing products fashion, not all brands and online stores have a good reputation and are trusted, therefore to avoid a series of risks that can occur in online transactions, consumers will tend to seek as much information as possible about the brands and online stores they will choose before making a purchase. This study aims to determine the effect of Brand Image on Purchase Intentions through the online store of potential E-Trust Hoodieku customers. This research is a quantitative research using a descriptive and explanatory research design. The population taken in this study was the Instagram Official Store Hoodieku followers. The samples taken in this study were 205 respondents. The analysis technique uses descriptive statistical analysis and Partial Least Square (PLS) analysis. The results of the PLS test show that: (1) There is a positive and significant direct effect of Brand Image on E-Trust; (2) There is a positive and significant direct effect of E-Trust on Purchase Intentions; (3) There is a positive and significant indirect effect of Brand Image on Purchase Intention through E-Trust as a mediating variable.
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在这个时代,你可以发现许多商店通过网络媒体销售他们的产品,其中一个在网上销售的产品是服装或时尚产品。随着网络上流通的网店的兴起,潜在消费者在选择产品时必须更加自信,并不是所有的品牌和网店都有良好的声誉和值得信赖,因此,为了避免在网上交易中可能发生的一系列风险,消费者倾向于在购买之前尽可能多地了解他们将选择的品牌和网店的信息。本研究旨在确定品牌形象对易信呼餐酷潜在顾客在线商店购买意愿的影响。本研究是采用描述性和解释性研究设计的定量研究。这项研究的对象是Instagram官方商店Hoodieku的粉丝。本研究的样本为205名受访者。分析技术采用描述性统计分析和偏最小二乘(PLS)分析。PLS检验结果表明:(1)品牌形象对电子信任有正向显著的直接影响;(2)电子信任对购买意愿有正向显著的直接影响;(3)品牌形象通过电子信任作为中介变量对购买意愿产生正向显著的间接影响。
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