%0 Thesis
%9 Master
%A ROLLIN, ROLLIN
%A UNIVERSITAS SULTAN AGENG TIRTAYASA,
%A FAKULTAS EKONOMI DAN BISNIS,
%A MAGISTER MANAJEMEN,
%B MAGISTER MANAGEMENT
%D 2025
%F eprintuntirta:48554
%I UNIVERSITAS SULTAN AGENG TIRTAYASA
%K Brand experience, Brand image, Brand switching, Brand trust  Brand experience, Brand image, Brand switching, Brand trust
%P 122
%T MENGENDALIKAN BRAND SWITCHING DENGAN BRAND  TRUST SEBAGAI PEMODERASI  (Studi pada Konsumen PT Latinusa Tbk)
%U https://eprints.untirta.ac.id/48554/
%X 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.
%Z 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.