Pengaruh Brand Prestige dan Perceived Quality terhadap Purchase Intention melalui Brand Attitude (Studi pada Konsumen Iphone di Kota Yogyakarta)

Abstract

In this era of technological development, the use of smartphones in Indonesia is predicted to continue to increase every year. However, based on the data obtained, iPhone smartphones experienced fluctuations in sales and market share from 2017-2020. The purpose of this study is to determine the effect of brand prestige and perceived quality on purchase intention through brand attitude. Sampling in this study used non-probability sampling, namely by purposive sampling, with a total of 200 respondents. This type of research is explanatory research with data processing using the SPSS 28.0 computer software application. The results showed that brand prestige and perceived quality each had a positive and significant effect on brand attitude. Brand prestige and perceived quality variables also have a positive and significant effect on purchase intention. Then the variable brand prestige and perceived quality through brand attitude from the results of indirect influence, each of which shows positive and significant results. This means that brand attitude is able to act as a mediator which is partial mediation.

Pada era perkembangan teknologi ini, penggunaan smartphone di Indonesia diprediksi akan terus mengalami peningkatan setiap tahunnya. Namun demikian, berdasarkan data yang diperoleh, smartphone iPhone mengalami fluktuasi dalam penjualan dan pangsa pasar dari tahun 2017-2020. Tujuan penelitian ini ialah untuk mengetahui pengaruh brand prestige dan perceived quality terhadap purchase intention melalui brand attitude. Pengambilan sampel pada penelitian ini menggunakan non-probability sampling yaitu dengan purposive sampling, dengan jumlah responden sebanyak 200. Tipe penelitian ini adalah explanatory research dengan pengolahan data menggunakan aplikasi perangkat komputer SPSS 28.0. Hasil penelitian menunjukkan bahwa brand prestige dan perceived quality masing-masing berpengaruh positif dan signifikan terhadap brand attitude. Variabel brand prestige dan perceived quality masing-masing juga berpengaruh positif dan signifikan terhadap purchase intention. Lalu variabel brand prestige dan perceived quality melalui brand attitude dari hasil pengaruh tidak langsung, masing-masing menunjukkan hasil yang positif dan signifikan. Ini artinya brand attitude mampu berperan sebagai mediator tiap hubungan secara parsial.