PENGARUH KEPERCAYAAN MEREK, NILAI PERSEPSI TERHADAP PREFERENSI MEREK DAN NIAT PEMBELI

Reydo Nugroho

Abstract

Keberhasilan dominasi smartphone didukung oleh berbagai faktor, termasuk perkembangan yang signifikan dalam akses internet yang mudah diakses di berbagai tempat. Penggunaan smartphone menjadi sangat populer dalam mengakses internet karena beberapa alasan, salah satunya adalah pentingnya memiliki koneksi internet yang stabil untuk memaksimalkan penggunaannya. Kemajuan teknologi juga telah membuat media sosial menjadi alat promosi digital yang efektif dalam menciptakan kesadaran merek terhadap produk smartphone yang dipasarkan di Indonesia. Semakin mendekati nol nilai standar deviasi menunjukkan bahwa jawaban responden lebih seragam, sementara semakin tinggi nilai standar deviasi menunjukkan variasi yang lebih besar dalam jawaban responden. Penelitian ini menggunakan metode Partial Least Squares (PLS) sebagai metode penelitian, khususnya Partial Least Squares Structural Equation Modeling (PLS-SEM), yang semakin populer dalam analisis multivariat di berbagai bidang penelitian seperti pemasaran, manajemen operasi, dan sistem informasi manajemen. Berdasarkan hasil penelitian dan pembahasan sebelumnya, dapat disimpulkan bahwa perkembangan akses internet yang mudah diakses dan penggunaan media sosial sebagai alat promosi berperan penting dalam keberhasilan dominasi smartphone di pasar Indonesia.

Keywords

Effect of brand trust, perceived value on preference, brand and purchase intention

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DOI: https://doi.org/10.33366/optima.v7i1.5160
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