How Brand Knowledge Affects Purchase Intention
Brand Study: Logam Mulia Antam
DOI:
https://doi.org/10.60036/jbm.v5i1.503Keywords:
Kesadaran Merek, Citra Merek, Nilai Persepsi, Niat Beli, Logam Mulia, AntamAbstract
Meningkatnya persaingan di industri logam mulia menuntut perusahaan untuk mengelola merek secara strategis untuk membangun kepercayaan konsumen dan mendorong niat beli. Penelitian ini melihat pentingnya memahami faktor-faktor yang mempengaruhi keputusan pembelian konsumen di tengah dinamika pasar yang terus berkembang. Dengan menjadikan Antam sebagai studi kasus, penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, citra merek, dan persepsi nilai (perceived value) terhadap niat pembelian konsumen. Pendekatan kuantitatif digunakan dalam penelitian ini, dengan pengumpulan data melalui kuesioner yang diisi oleh 106 responden, dan analisis data dilakukan menggunakan teknik regresi linier berganda. Hasil penelitian menunjukkan bahwa kesadaran merek memiliki pengaruh signifikan terhadap niat beli, menggarisbawahi pentingnya visibilitas dan pengenalan merek di pasar. Selain itu, citra merek ditemukan berpengaruh positif terhadap niat beli. Pada variabel persepsi nilai, menunjukkan bahwa persepsi nilai tidak memiliki pengaruh yang signifikan terhadap niat beli dalam konteks penelitian ini. Penelitian ini memberikan implikasi praktis yang signifikan, terutama bagi strategi pengelolaan merek yang bertujuan untuk mempertahankan daya saing dalam pasar logam mulia yang terus berkembang. Hasilnya diharapkan dapat menjadi referensi dalam merancang strategi pemasaran yang lebih efektif dan berbasis bukti.
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