Citra dan Kredibilitas Merek dalam Mendorong Minat Beli pada Ishvara Media
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Abstract
ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan brand credibility terhadap minat beli konsumen pada layanan Ishvara Media. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik non-probability sampling melalui purposive sampling, dengan jumlah responden sebanyak 130 orang. Data dikumpulkan melalui penyebaran kuesioner menggunakan skala Likert. Analisis data dilakukan menggunakan SPSS Statistics versi 23 melalui uji validitas, uji reliabilitas, uji asumsi klasik, serta uji hipotesis yang meliputi uji parsial (uji t), uji simultan (uji F), dan koefisien determinasi. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif terhadap minat beli, brand credibility berpengaruh positif dan signifikan terhadap minat beli, serta kedua variabel tersebut secara simultan berpengaruh signifikan terhadap minat beli konsumen pada layanan Ishvara Media. Hasil penelitian ini menunjukkan bahwa Ishvara Media perlu memperkuat citra merek dan menjaga kredibilitas merek untuk meningkatkan minat beli konsumen serta daya saing dalam industri digital marketing. Penelitian ini memberikan bukti empiris mengenai peran brand image dan brand credibility dalam memengaruhi minat beli pada konteks layanan digital marketing, khususnya pada Ishvara Media.
ABSTRACT
This study aims to analyze the effect of brand image and brand credibility on consumers’ purchase intention toward Ishvara Media’s services. This research employed a quantitative approach using a non-probability sampling technique with purposive sampling, involving 130 respondents. Data were collected through questionnaires using a Likert scale and analyzed using SPSS Statistics version 23, including validity, reliability, classical assumption, and hypothesis testing (t-test, F-test, and coefficient determination). The results indicate that brand image has a positive effect on purchase intention, brand credibility has a positive and significant effect on purchase intention, and both variables simultaneously have a significant effect on consumers’ purchase intention toward Ishvara Media’s services. The findings suggest that Ishvara Media should strengthen its brand image and maintain high brand credibility to increase consumers’ purchase intention and enhance competitiveness in the digital marketing industry. This study provides empirical evidence on the role of brand image and brand credibility in influencing purchase intention within the context of digital marketing services, particularly at Ishvara Media.
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