Analisis Pengaruh Product quality, Brand image, Brand Trust, serta Life Style terhadap Purchase Intention melalui Customer Satisfaction dan Attitude pada pengguna Smartphone Samsung di Kota Samarinda --Ed. 1

ABSTRAK

Penelitian ini bertujuan untuk menganalisis Pengaruh Product quality, Brand image, Brand Trust, serta Life Style terhadap Purchase Intention melalui Customer Satisfaction dan Attitude pada pengguna smartphone merek Samsung 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 138 responden yang diambil dari sejumlah konsumen pengguna smartphone merek Samsung di Kota Samarinda. Skala pengukuran menggunakan skala Likert dengan skor 1-5. Kuesioner yang digunakan didistribusikan sebanyak 180 di Kota Samarinda. Berdasarkan model structural dapat dibuktikan bahwa product quality, brand image, dan brand trust berpengaruh signifikan terhadap customer satisfaction (<0,05); lifestyle tidak berpengaruh signifikan terhadap customer satisfaction (>0,05); customer satisfaction, berpengaruh signifikan terhadap purchase intenetion (<0,05); attitude, product quality, brand image, brand trust, dan lifestyle tidak berpengaruh signifikan terhadapp purchase intention (>0,05).

Kata Kunci: product quality, brand image, brand trust, lifestyle, attitude, customer satisfaction, purchase intention.
ABSTRACT

The purpose of this paper is to analyze the effect of product quality, brand image, brand trust, and lifestyle on purchase intentions through customer satisfaction and attitude on Samsung smartphone users in Samarinda. This research uses quantitative using path analysis that is processed with IBM SPSS Statistics 23 software and Structural Equation Modeling (SEM) with IBM AMOS 5 software. This study uses a sample of 138 respondents taken from Samsung smartphone users in Samarinda City. The Measurement Scale uses a Likert scale with a score of 1-5. The questionnaire used were 180 in Samarinda City. Based on the structural model it can be proven that product quality, brand image, and brand trust have significant impact on customer satisfaction (<0.05); lifestyle does not significant impact on customer satisfaction (> 0.05); customer satisfaction, have significant impact on purchase intentions (<0.05); attitude, product quality, brand image, brand trust, and lifestyle not significant impact on purchase intention (> 0.05).

Keywords: product quality, brand image, brand trust, lifestyle, attitude, customer satisfaction, purchase intention.