Pengaruh Reputasi Merek Terhadap Sikap, Kepercayaan, dan Niat Beli Pada Produk Laptop
WIYONO, YOGA MUKTIADHI (Adv.: B.M. Purwanto, Dr., M.B.A.), B.M. Purwanto, Dr., M.B.A.
Penelitian ini bertujuan untuk menguji pengaruh reputasi merek pada sikap, kepercayaan, dan niat beli produk laptop. Variabel independen reputasi merek mempengaruhi variabel dependennya, yaitu sikap, kepercayaan, dan niat beli. Penelitian ini menggunakan desain eksperimen statistical design completely randomized design yang dilakukan secara between subjects. Partisipan dalam penelitian ini adalah mahasiswa Universitas Gadjah Mada. Dalam penelitian ini, pengujian dilakukan untuk mengetahui perbedaan sikap, kepercayaan, dan niat beli laptop merek bereputasi baik dan tidak bereputasi baik. Analisis dalam penelitian ini yaitu uji validitas, uji reliabilitas, dan uji one-way ANOVA.
Hasil analisis menggunakan one-way ANOVA menunjukkan bahwa terdapat perbedaan signifikan antara sikap konsumen terhadap merek bereputasi baik dengan merek tidak bereputasi baik. Kemudian hasil analisis menunjukkan bahwa terdapat perbedaan signifikan antara kepercayaan konsumen terhadap merek bereputasi baik dengan merek tidak bereputasi baik. Selain itu, hasil analisis menunjukkan bahwa terdapat perbedaan signifikan antara niat beli konsumen pada merek bereputasi baik dengan merek tidak bereputasi baik.
The reserch is aimed at testing the influence of brand reputation on attitude, trust, and purchase intention of laptops. The indepedent variable, brand reputation, influences the dependent variables. They are attitude, trust and purchase intention. The reseach used statistically experimental design and completely randomized method applied on between subjects. The participants were students of Gadjah Mada University. In this research, the testing was carried out to know the difference among attitude, trust and purchase intention on highly reputated and less highly reputated laptops. The analyses used in this research were validity, reliabilty, and one way ANOVA tests.
The result of one way ANOVA test showed that there was significant difference between consumersÂ’ attitude on highly reputated and less highly reputated brands. The result also showed that there was a significant difference on the consumersÂ’ trusts on highly reputated and less highly reputated brands. Besides, the the result of the analysis also showed that there was a signficant difference on the consumersÂ’ purchase intention on highly reputated and less highly reputated brands.
Kata Kunci : brand reputation, attitude, trust, purchase intention, laptop, experiment, ANOVA, reputasi merek, sikap, kepercayaan, niat beli, laptop, eksperimen
