Peran Trust Dalam Memediasi Luxury Brand Terhadap Repurchase Intention Dengan Moderasi Social Influence

R. Rizqy Lukito Surawilaga

Abstract


Penelitian ini bertujuan untuk menetahui pengaruh peran kepercayaan dalam memediasi hubungan antara merek mewah dan niat pembelian ulang, dengan pengaruh sosial sebagai moderasi pada pengguna Zalora di Jawa Barat. Penelitian ini melibatkan 185 responden pengguna Zalora di Jawa Barat, sebagian besar perempuan (60%) dan berusia 24-29 tahun (64,32%). Analisis menggunakan Structural Equation Modeling (SEM) menunjukkan bahwa merek mewah memiliki pengaruh positif signifikan terhadap niat pembelian ulang dan kepercayaan. Kepercayaan berfungsi sebagai mediator penting yang memperkuat pengaruh merek mewah terhadap niat pembelian ulang. Selain itu, pengaruh sosial terbukti memperkuat hubungan antara merek mewah dan kepercayaan konsumen. Temuan ini memberikan wawasan bagi pengelola merek mewah dan platform e-commerce dalam mengembangkan strategi pemasaran yang efektif, dengan fokus pada peningkatan kepercayaan konsumen dan pemanfaatan pengaruh sosial untuk mendorong loyalitas dan niat pembelian ulang.
Kata Kunci: Merek Mewah, Kepercayaan, Pengaruh Sosial, Minat Beli Ulang

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References


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DOI: https://doi.org/10.37531/sejaman.v7i2.7581

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