Pengaruh Persepsi Manfaat, Persepsi Harga dan Kualitas Layanan Terhadap Minat Beli Melalui Kepercayaan Merek Sebagai Variabel Mediasi Pada Merek Mobil Daihatsu Ayla
DOI:
https://doi.org/10.54951/sintama.v6i3.1488Keywords:
Persepsi Manfaat, Persepsi Harga, Kualitas Layanan, Kepercayaan Merek, Minat BeliAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh persepsi manfaat, persepsi harga, dan kualitas layanan terhadap minat beli dengan kepercayaan merek sebagai variabel mediasi pada merek mobil Daihatsu Ayla. Penelitian ini menggunakan metode survei melalui penyebaran kuesioner kepada 160 responden yang mengetahui produk Daihatsu Ayla. Data dianalisis menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa persepsi manfaat berpengaruh positif dan signifikan terhadap kepercayaan merek, persepsi manfaat berpengaruh positif dan signifikan terhadap minat beli, persepsi harga berpengaruh positif dan signifikan terhadap kepercayaan merek, persepsi harga berpengaruh positif dan signifikan terhadap minat beli, kualitas layanan berpengaruh positif dan signifikan terhadap kepercayaan merek, kualitas layanan berpengaruh positif dan signifikan terhadap minat beli, kepercayaan merek tidak berpengaruh signifikan terhadap minat beli, serta kepercayaan merek tidak mampu memediasi pengaruh persepsi manfaat, persepsi harga, dan kualitas layanan terhadap minat beli.
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