SAVIRA, Alita Rifa (2022) The Influence of Brand Image, Brand Awareness, Brand Experience, and Brand Reputation on Purchase Intention with Customer Trust as a Mediating Variable (Study on Customer Sociolla Online Shopping Site). Skripsi thesis, Universitas Jenderal Soedirman.

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Abstract

This research is a type of quantitative research on Sociolla online shopping users. The title of this research is "The Influence of Brand Image, Brand Awareness, Brand Experience, and Brand Reputation on Purchase Intention with Customer Trust as a Mediation Variable (Study on Customer Sociolla Online Shopping Site)" This study aimed to analyze the effect of brand image, brand awareness, brand experience, and brand reputation on purchase intention through customer trust. The population in this study were all Sociolla consumers who have made purchases in the last three months. The measurement of variables in this study used a Likert scale and hypothesis testing using Structural Equational Modeling (SEM). The results show that (1) Brand image has a negative effect on customer trust, (2) Brand awareness has a negative effect on customer trust, (3) Brand experience has a negative effect on customer trust, (4) Brand reputation has a positive effect on customer trust, (5 ) Brand image has a positive effect on purchase intention, (6) Brand awareness has a negative effect on purchase intention, (7) Brand experience has a positive effect on purchase intention, (8) Brand reputation has a positive effect on purchase intention, (9) Customer trust has a positive effect on purchase intention, (10) Brand image has no effect on purchase intention through customer trust, (11) Brand awareness has no effect on purchase intention through customer trust. The implication of this research is to increase purchase intention, Sociolla must always improve brand image, brand awareness, brand experience, brand reputation, and customer trust considering that there are many beauty e-commerce in Indonesia. Sociolla must continue to maintain and improve its already good reputation, such as by maximizing the website, and increasing reviews from previous customers.

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