Pengaruh Self-Congruity Pengguna Smartphone terhadap Brand Trust melalui Brand Experience sebagai mediator

Abstract

This research is proposed to determine the influence of self-congruity from actual, ideal and social self-congruity aspects on brand trust mediated by brand experience. The survey was conducted on individuals in Indonesia who use one of the smartphone brands with the largest market share in the country, namely Oppo, Samsung, Xiaomi, Vivo, Apple, Realme, Infinix and Asus. The total samples obtained was 279. The sampling method was carried out by purposive sampling with a cross-sectional way. The model fit test uses Structural Equation Modeling (SEM) as a requirement to continue with hypothesis testing. The results of the study show that there is an influence of actual self-congruity, ideal self-congruity, and social self-congruity on brand trust mediated by brand experience. Moreover, this research also proves that brand experience has an influence towards brand trust. Penelitian ini diajukan untuk mengetahui pengaruh self-congruity dari aspek actual, ideal dan social self-congruityterhadap brand trust yang dimediasi oleh brand experience. Survei dilakukan terhadap individu di Indonesia yang menggunakan salah satu merek smartphone dengan pangsa pasar terbesar, yaitu Oppo, Samsung, Xiaomi, Vivo, Apple, Realme, Infinix atau Asus.Jumlah sampel yang diperoleh adalah 279. Metode pengambilan sampling dilakukan dengan purposive sampling dengan cara cross-sectional. Pengujian kesesuaian model menggunakan Structural Equation Modelling (SEM) sebagai syarat agar kemudian dapat dilakukan pengujian hipotesis. Hasil dari penelitian menunjukkan bahwa terdapat pengaruh actual self-congruity, ideal self-congruity, dan social self-congruity terhadap brand trust yang dimediasi oleh brand experience. Selain itu, penelitian juga membuktikan bahwa brand experience memiliki pengaruh terhadap brand trust.

Keywords

• brand experience
• brand trust
• self-congruity
• smartphone