PERAN BRAND CREDIBILITY TERHADAP NIAT BELI DI BIDANG JASA KEUANGAN (SURVEI PADA PT “X” DI KOTA BANDUNG)
DOI:
https://doi.org/10.61769/jabs.v1i1.112Abstract
ABSTRAK
Brand credibility adalah believability (kemampuan dapat dipercaya) dari produk dan informasi yang tertanam dalam merek. Brand credibility sangat bergantung kepada persepsi konsumen, apakah merek tersebut memiliki kemampuan dan kesediaan untuk terus memberikan apa yang telah dijanjikan. Faktor kredibilitas menjadi sangat penting dalam industri jasa keuangan. Tingkat kredibilitas dari produk jasa keuangan yang ditawarkan perusahaan (brand credibility) ini dan tingkat risiko yang dirasakan oleh calon konsumen tentunya menjadi pertimbangan sebelum mereka memutuskan akan membeli produk atau tidak. Perceived risk (perceived risk) adalah persepsi konsumen tentang ketidakpastian dan konsekuensi negatif dari membeli produk atau jasa sedangkan purchase intention mengacu pada tingkat keyakinan yang dipersepsikan oleh pelanggan untuk membeli produk tertentu (atau jasa) atau untuk membeli kembali setiap produk (atau jasa) pada organisasi tertentu. Penelitian ini bertujuan untuk menguji secara empiris peran brand credibility pada kelangsungan hidup perusahaan di jasa keuangan melalui perceived risk dan purchase intention. Survei dilakukan dengan menyebarkan 130 kuesioner kepada masyarakat Kota Bandung yang memiliki kriteria tertentu. Analisis data menggunakan teknik multivariat Structural Equation Model. Hasil penelitian ini menunjukkan bahwa brand credibility tidak berpengaruh secara negatif terhadap perceived risk dan perceived risk berpengaruh secara negatif terhadap purchase intention. Sementara itu brand credibility berpengaruh secara positif terhadap purchase intention. Dalam industri jasa keuangan brand credibility pesaing dapat mempengaruhi brand credibility perusahaan yang kemudian mempengaruhi kelangsungan hidup perusahaan.
Keywords: Brand Credibility, Perceived Risk, Purchase Intention.
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