eprintid: 48554
rev_number: 55
eprint_status: archive
userid: 21557
dir: disk0/00/04/85/54
datestamp: 2025-06-05 04:34:54
lastmod: 2025-06-05 04:34:54
status_changed: 2025-06-05 04:34:54
type: thesis
metadata_visibility: show
contact_email: bachtiarrollin@gmail.com
creators_name: ROLLIN, ROLLIN
creators_id: 7776220043
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_type: http://www.loc.gov/loc.terms/relators/THS
contributors_name: RAMDANSYAH, AGUS DAVID
contributors_name: DAMARWULAN, LIZA MUMTAZAH
contributors_id: 197110222009121002
contributors_id: 197411292005012001
corp_creators: UNIVERSITAS SULTAN AGENG TIRTAYASA
corp_creators: FAKULTAS EKONOMI DAN BISNIS
corp_creators: MAGISTER MANAJEMEN
title: MENGENDALIKAN BRAND SWITCHING DENGAN BRAND
TRUST SEBAGAI PEMODERASI
(Studi pada Konsumen PT Latinusa Tbk)
ispublished: pub
subjects: H1
subjects: HG
divisions: MM
divisions: FEB
full_text_status: restricted
keywords: Brand experience, Brand image, Brand switching, Brand trust
Brand experience, Brand image, Brand switching, Brand trust
note: 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.
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.
date: 2025
date_type: published
pages: 122
institution: UNIVERSITAS SULTAN AGENG TIRTAYASA
department: MAGISTER MANAGEMENT
thesis_type: masters
thesis_name: mphil
citation:   ROLLIN, ROLLIN  (2025) MENGENDALIKAN BRAND SWITCHING DENGAN BRAND TRUST SEBAGAI PEMODERASI (Studi pada Konsumen PT Latinusa Tbk).  Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.   
document_url: https://eprints.untirta.ac.id/48554/6/ROLLIN_7776220043_02.pdf
document_url: https://eprints.untirta.ac.id/48554/5/ROLLIN_7776220043_03.pdf
document_url: https://eprints.untirta.ac.id/48554/4/ROLLIN_7776220043_04.pdf
document_url: https://eprints.untirta.ac.id/48554/3/ROLLIN_7776220043_05.pdf
document_url: https://eprints.untirta.ac.id/48554/2/ROLLIN_7776220043_REF.pdf
document_url: https://eprints.untirta.ac.id/48554/1/ROLLIN_7776220043_LAMP.pdf
document_url: https://eprints.untirta.ac.id/48554/19/ROLLIN_7776220043_fulltext%20tesis.pdf
document_url: https://eprints.untirta.ac.id/48554/22/ROLLIN_7776220043_01.pdf