Pengaruh Brand Coolness, Brand Authenticity, dan Brand Trust Terhadap Keputusan Pembelian Pada Merek Baru Reever Surf di Kuta Selatan
DOI:
https://doi.org/10.29303/jmm.v14i3.828Keywords:
brand coolness, brand authenticity, brand trust, keputusan pembelian, Reever SurfAbstract
Keputusan pembelian merupakan hasil akhir dari proses evaluasi konsumen terhadap suatu merek, yang dipengaruhi oleh berbagai faktor seperti brand coolness, brand authenticity, dan brand trust. Penelitian ini bertujuan untuk mengetahui pengaruh brand coolness, brand authenticity, dan brand trust terhadap keputusan pembelian pada merek baru Reever Surf di Kuta Selatan. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei melalui penyebaran kuesioner kepada 128 responden yang pernah membeli produk Reever Surf. Analisis data dilakukan menggunakan regresi linear berganda dengan bantuan program SPSS. Hasil penelitian menunjukkan bahwa brand coolness dan brand trust berpengaruh positif dan signifikan terhadap keputusan pembelian, sedangkan brand authenticity tidak berpengaruh signifikan terhadap keputusan pembelian. Secara simultan, ketiga variabel tersebut berpengaruh signifikan terhadap keputusan pembelian dengan nilai koefisien determinasi (R²) sebesar 0,772, yang berarti 77,2% variasi keputusan pembelian dapat dijelaskan oleh ketiga variabel tersebut. Temuan ini menegaskan bahwa persepsi merek yang keren dan kepercayaan terhadap merek merupakan faktor utama yang membentuk keputusan pembelian konsumen terhadap produk Reever Surf.References
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