Pengaruh Ekuitas Merek Dan Norma Subjektif Terhadap Niat Menggunakan Jasa Open Trip Dengan Kepercayaan Sebagai Variabel Mediasi

Sisca Utami Rachman; Martinus Sulistio Rusli

doi:10.54957/jurnalku.v3i1.364

Authors

Sisca Utami Rachman Sekolah Tinggi Manajemen PPM
Martinus Sulistio Rusli Sekolah Tinggi Manajemen PPM

DOI:

https://doi.org/10.54957/jurnalku.v3i1.364

Keywords:

Ekuitas Merek, Niat, Norma subjektif, Kepercayaan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh dari variabel ekuitas merek dan norma subjektif terhadap niat menggunakan jasa open trip baik secara langsung mmaupun mellalui mediasi variabel kepercayaan. penelitian di aplikasikan pada bisnis jasa Piknik Nusantara dengan mengambil subjek yaitu follower aktif. Pengambilan sampel dillakukan dengan teknik purposive sampling sehingga diperoleh sebanyak 115 follower. Analisis data dilakukan dengan metode Partial Least Square. Hasil analisis menunjukkan bahwa variabel ekuitas merek berpengaruh positif terhadap kepercayaan dan niat menggunakan jasa, variabel norma subjektif berpengaruh positif terhadap kepercayaan dan niat menggunakan jasa, kepercayaan berpengaruh positif terhadap niat menggunakan jasa. penelitian ini juga membuktikan bahwa kepercayaan mampu menjadi variabel mediasi yang menghubungkan variabel ekuitas merek dan norma subjektif terhadap niat menggunakan jasa open trip Piknik Nusantara.

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