ROLLIN, ROLLIN (2025) MENGENDALIKAN BRAND SWITCHING DENGAN BRAND TRUST SEBAGAI PEMODERASI (Studi pada Konsumen PT Latinusa Tbk). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
B2B (Business to Business) companies are companies with a business model of selling their products or services to other companies, so consumer trust and loyalty are important. This study aims to analyze the effect of brand image and brand experience in reducing brand switching with brand trust as a moderator. The research method uses a causality approach. The research sample was 27 consumer companies of PT Latinusa Tbk with a total sample unit of 133 respondents consisting of top management, purchasing, production, quality and sales selected by purposive sampling. Data were collected through questionnaires distributed online which were then analyzed using the SEM-PLS method. The results of the study concluded that 1) brand image has a negative effect on brand switching, 2) brand experience has a negative effect on brand switching, 3) brand trust negatively moderates (strengthens) the relationship between brand image and brand switching, 4) brand trust positively moderates (weakens) the relationship between brand experience and brand switching. This study shows brand trust as a pure moderating variable in the relationship between brand image and brand experience and brand switching.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Perusahaan B2B (Business to Business) merupakan perusahan dengan model bisnis menjual produk atau layanannya kepada perusahaan lain, sehingga kepercayaan dan loyalitas konsumen merupakan hal penting. Penelitian ini bertujuan untuk menganalisa pengaruh brand image dan brand experience dalam menurunkan brand switching dengan brand trust sebagai pemoderasi. Metode penelitian menggunakan pendekatan kausalitas. Sampel penelitian adalah 27 perusahaan konsumen PT Latinusa Tbk dengan jumlah unit sampel sebanyak 133 responden terdiri dari top management, purchasing, production, quality dan sales yang dipilih secara purposive sampling. Data dikumpulkan melalui kuesioner yang dibagikan secara online yang kemudian dianalisa menggunakan metode SEM-PLS. Hasil penelitian menyimpulkan bahwa 1) brand image berpengaruh negatif terhadap brand switching, 2) brand experience berpengaruh negatif terhadap brand switching, 3) brand trust memoderasi negatif (memperkuat) hubungan brand image terhadap brand switching, 4) brand trust memoderasi positif (memperlemah) hubungan brand experience terhadap brand switching. Penelitian ini menunjukan brand trust sebagai variabel moderasi murni pada hubungan brand image dan brand experience terhadap brand switching. | |||||||||
| Uncontrolled Keywords: | Brand experience, Brand image, Brand switching, Brand trust Brand experience, Brand image, Brand switching, Brand trust | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HG Finance |
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| Divisions: | 08-Pascasarjana > 61101-Magister Manajemen 05-Fakultas Ekonomi dan Bisnis |
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| Depositing User: | Ms Rollin ROLLIN | |||||||||
| Date Deposited: | 05 Jun 2025 04:34 | |||||||||
| Last Modified: | 05 Jun 2025 04:34 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/48554 |
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