Pengaruh Kepercayaan Merek, Kepuasan Merek dan Citra Merek Terhadap Keputusan Pembeli Sepatu Converse pada Mahasiswa di Batam
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan merek, kepuasan merek, dan citra merek terhadap keputusan pembelian sepatu Converse pada mahasiswa di Batam. Kepercayaan merek mencerminkan keyakinan konsumen terhadap kualitas dan integritas merek, sedangkan kepuasan merek berfokus pada pengalaman positif yang dirasakan konsumen setelah menggunakan produk. Citra merek mencakup persepsi konsumen terhadap identitas dan reputasi merek di pasar. Data dikumpulkan menggunakan kuesioner dengan skala Likert. Instrumen penelitian diuji menggunakan uji validitas dan uji reliabilitas. Selanjutnya, data dianalisis menggunakan uji asumsi klasik yang meliputi uji normalitas, uji multikolinearitas, dan uji heteroskedastisitas. Metode analisis data yang digunakan meliputi uji koefisien determinasi, uji regresi linear sederhana, uji t, uji regresi linear berganda, dan uji F. Hasil penelitian menunjukkan bahwa kepercayaan merek, kepuasan merek, dan citra merek secara parsial berpengaruh terhadap keputusan pembeli. Selain itu, kepercayaan merek, kepuasan merek, dan citra merek secara simultan juga berpengaruh terhadap keputusan pembeli.
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