Perceived Value As Moderator For Brand Authenticity  And Brand Affiliate To Brand Trust

Syahrul Fadli Imanul Haque

Authors

Syahrul Fadli Imanul Haque Universitas Siliwangi

Keywords:

Keaslian Merek, Nilai keuntungan, Afiliasi Merek, Kepercayaan Merek.

Abstract

Tujuan Penelitian ini adalah untuk mengetahui dan menganalisis pengaruh brand authenticity dan brand affiliate terhadap brand trust serta pengaruh moderator perceived value pada hubungan brand authenticity terhadap brand trust pada konsumen/pengguna merek iphone yang ada di Kota Tasikmalaya. Metode penelitian yang digunakan adalah metode survey, data yang diperoleh langsung melalui kuesioner kepada 80 responden yang diambil secara acak. Penarikan sampel menggunakan nonprobability sampling dan metode analisis yang digunakan dalam penelitian ini adalah analisis regresi. Berdasarkan hasil penelitian diketahui bahwa brand authenticity dan brand affiliate dapat memengaruhi brand trust pada konsumen/pengguna merek iphone di Kota Tasikmalaya dan perceived value berhasil meningkatkan pengaruh brand authenticity terhadap brand trust.

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