Devi, Berlian Cinthya (2022) Pengaruh Excitement, Sophistication, dan Ruggedness Terhadap Brand Trust Melalui Brand Image Sebagai Variabel Intervening (Studi Kasus Pada Pengguna Tokopedia Di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to determine: (1) the effect of interest on the brand image of the Tokopedia site; (2) the influence of sophistication on the brand image of the Tokopedia site; (3) the effect of rudeness on the brand image of the Tokopedia site; (4) the influence of interest on the brand trust of the Tokopedia site; (5) the influence of sophistication on the brand trust of the Tokopedia site; (6) the effect of rudeness on the brand trust of the Tokopedia site; the population in this study, are users of the Tokopedia application who are domiciled in Surabaya. The number of samples in this study were 140 respondents. The sampling technique was purposive sampling with the criteria of consumers aged 17-30 years and had used the Tokopedia shopping site at least once in the Surabaya area. The data analysis technique uses Partial Least Square with smartPLS 3.0 software. The results of this study indicate that the t-statistic value is 4.165, the coefficient of variable influence is 0.305, the sophistication t-statistic is 2.817. the coefficient of influence of the variable is 0.217 and the ruggedness t-statistic is 6.135. the value of the coefficient of influence of the variable is 0.408, thus these 3 variables have a positive and significant influence on brand image. While the value of t-statistics is 1.93, the value of the coefficient of influence of variables is 0.181, the sophistication of the value of t-statistics is 1.932, the value of the coefficient of influence of the variables is 0.168 and the value of the coefficient of influence of the variables is 0.67, the value of the coefficient of influence of the variables is 0.055, thus the 3 variables has a positive but not significant effect on brand trust. The variable brand image on brand trust has a t-statistic value of 6.217, the value of the coefficient of influence of the variable is 0.533. Indirectly excitement, sophistication and toughness have a positive and significant effect on brand trust through brand image seen from the indirect effect. Keywords: Excitement, Sophistication, Ruggedness, Brand Image, Brand Trust
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Berlian Cinthya Devi | ||||||||
| Date Deposited: | 12 May 2022 01:10 | ||||||||
| Last Modified: | 12 May 2022 01:10 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/6020 |
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