Analisis pengaruh Brand Experience, Brand Image, Brand Personality, Brand Identity terhadap Brand Trust dan Purchase Intention pada pengguna Honda Vario di Kota Samarinda --Ed. 1

ABSTRACT
The purpose of this paper is to analysis of the influence of Brand
Experience, Brand Image, Brand Personality, Brand Identity on Brand Trusts and
Purchase Intention on Honda Vario users in Samarinda City. This study uses a
quantitative approach using path analysis which is processed with IBM SPSS
Statistic 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5
software. This study uses a sample of 132 people taken from a number of
consumers using Honda Vario in Samarinda City. The measurement scale uses a
Likert scale with a score of 1-5.
Based on the structural model it can be proven that Brand Image, Brand
Personality and Brand Identity have a significant effect on Brand Trust; Brand
Experience does not have a significant effect on Brand Trust; Brand Experience
and Brand Trust have a significant effect on Purchase Intention; Brand Image,
Brand Personality, and Brand Identity have no significant effect on Purchase
Intention.
Keywords : Brand Experience, Brand Image, Brand Personality, Brand Identity
Brand Trust and Purchase Intention.
ABSTRAK
Penelitian ini bertujuan untuk menganalisa analisis pengaruh Brand
Experience, Brand Image, Brand Personality, Brand Identity terhadap Brand Trust
dan Purchase Intention pada pengguna Honda Vario di Kota Samarinda.
Penelitian ini menggunakan pendekatan kuantitatif dengan menggunakan path
analysis yang diolah dengan software IBM SPSS Statistic 23 dan Structural
Equation Modeling (SEM) dengan software IBM AMOS 5. Penelitian ini
menggunakan sampel sebanyak 132 orang yang diambil dari sejumlah
konsumen pengguna Honda Vario di Kota Samarinda. Skala pengukuran
menggunakan skala Likert dengan skor 1-5.
Berdasarkan model structural dapat dibuktikan bahwa Brand Image, Brand
Personality dan Brand Identity berpengaruh signifikan terhadap Brand Trust;
Brand Experience tidak berpengaruh signifikan terhadap Brand Trust; Brand
Experience dan Brand Trust berpengaruh signifikan terhadap Purchase Intention;
Brand Image, Brand Personality, dan Brand Identity tidak berpengaruh signifikan
terhadap Purchase Intention.
Kata Kunci : Brand Experience, Brand Image, Brand Personality, Brand
Identity Brand Trust dan Purchase Intention