PENGARUH BRAND PERSONALITY TERHADAP REPURCHASE INTENTION DENGAN BRAND TRUST SEBAGAI VARIABEL MEDIASI

Abstract

Penelitian ini bertujuan untuk mengetahui apakah terdapat pengaruh signifikan dari variabel brand personality melalui brand trust terhadap variabel repurchase intention pada produk running shoes merek Adidas. Penelitian ini diambil melalui penyebaran kuisioner menggunakan google form sebanyak 60 responden yang pernah melakukan pembelian terhadap produk running shoes merek Adidas. Teknik analisis yang digunakan merupakan teknik analisis jalur (path analysis). Hasil penelitian pengaruh Brand Personality terhadap Repurchase Intention dengan Brand Trust sebagai variabel mediasi (studi kasus pada produk running shoes merek Adidas di kota Palu) dapat disimpulkan bahwa brand personality berpengaruh secara langsung dan signifikan terhadap brand trust, brand personality berpengaruh secara tidak langsung dan tidak signifikan terhadap repurchase intention, brand trust berpengaruh secara langsung dan signifikan terhadap repurchase intention dan brand personality berpengaruh secara tidak langsung dan signifikan terhadap repurchase intention melalui brand trust sebagai variabel mediasi.

Kata kunci: Brand personaliy, Repurchase Intention, Brand Trust

Abstract

This study aims to determine whether there is a significant effect of the brand personality variable through brand trust on the repurchase intention variable in the Adidas running shoe product. This research was taken through the distribution of questionnaires using google form as many as 60 respondents who had made purchases of Adidas brand running shoes. The analysis technique used is a path analysis technique. The results of the research on the effect of Brand Personality on Repurchase Intention with Brand Trust as a mediating variable (a case study on Adidas brand running shoes in Palu) can be concluded that brand personality has a direct and significant effect on brand trust, brand personality has an indirect and insignificant effect on repurchase intention, brand trust has a direct and significant effect on repurchase intention and brand personality has an indirect and significant effect on repurchase intention through brand trust as a mediating variable.