Pengaruh Brand Experience, Brand Perceived Value, dan Aksesibilitas Terhadap Keputusan Pembelian Dengan Brand Loyalty Sebagai Variabel Mediasi PAda Produk Buket di ER Buket Pekalongan

Khafidzin, Putri Fitriani (2025) Pengaruh Brand Experience, Brand Perceived Value, dan Aksesibilitas Terhadap Keputusan Pembelian Dengan Brand Loyalty Sebagai Variabel Mediasi PAda Produk Buket di ER Buket Pekalongan. Undergraduate Thesis thesis, UIN K.H. Abdurrahman Wahid Pekalongan.

	Text 4121072_Cover_Bab I dan Bab V.pdf Download (571kB)
	Text 4121072_Full Text.pdf Download (1MB)
	Text 20 LAMPIRAN(3).pdf Download (510kB)

Abstract

ABSTRAK PUTRI FITRIANI KHAFIDZIN, Pengaruh Brand Experience, Brand Perceived Value, dan Aksesibilitas Terhadap Keputusan Pembelian Dengan Brand Loyalty Sebagai Variabel Mediasi PAda Produk Buket di ER Buket Pekalongan Buket adalah salah satu produk kerajinan UMKM yang berkembang di Indonesia, termasuk di Kota Pekalongan. Buket disukai banyak orang karena bentuknya menarik, harganya terjangkau, dan modal untuk memulai bisnis ini kecil tapi bisa memberikan keuntungan besar. Namun, banyaknya pengusaha buket membuat persaingan pasar sangat ketat hingga pendapatan produsen menurun. Penelitian ini bertujuan untuk mengetahui pengaruh Brand Experience, Brand Perceived Value dan aksesibilitas terhadap keputusan pembelian konsumen, serta menguji peran Brand Loyalty sebagai variabel mediasi. Penelitian ini menggunakan pendekatan kuantitatif, data dikumpulkan melalui penyebaran kuesioner kepada 100 responden yang merupakan konsumen ER Buket di Kota & Kabupaten Pekalongan dan Kabupaten Batang. Teknik pengambilan sampel menggunakan snowball sampling. Analisis data dilakukan dengan metode Structural Equation Modeling berbasis Partial Least Square (SEM-PLS) menggunakan aplikasi SmartPLS versi 4.0. Hasil penelitian ini mengungkapkan bahwa Brand Experience dan Brand Perceived Value memiliki pengaruh yang signifikan terhadap keputusan pembelian konsumen. Sebaliknya, aksesibilitas tidak menunjukkan pengaruh yang signifikan terhadap keputusan pembelian. Selain itu, variabel Brand Loyalty tidak berperan sebagai mediator dalam hubungan antara variabel Brand Perceived Value dan aksesibilitas terhadap keputusan pembelian. Namun, Brand Loyalty terbukti memediasi hubungan antara Brand Experience dan keputusan pembelian. Temuan ini menunjukkan bahwa Brand Loyalty hanya mampu memediasi hubungan antara Brand Experience dan keputusan pembelian. Hasil penelitian ini diharapkan dapat memberikan kontribusi teoritis dalam kajian perilaku konsumen, serta menjadi masukan praktis dalam strategi pemasaran produk buket. Kata Kunci: Brand Experience, Brand Perceived Value, Aksesibilitas, Keputusan Pembelian, Brand Loyalty ABSTRACT PUTRI FITRIANI KHAFIDZIN: The Influence of Brand Experience, Brand Perceived Value, and Accessibility on Purchasing Decisions with Brand Loyalty as a Mediating Variabel for Bouquet Products at ER Buket Pekalongan Bouquets are a growing MSME craft product in Indonesia, including in Pekalongan. Bouquets are popular because of their attractive designs, affordable prices, and the potential for significant profit, requiring minimal startup capital. However, the large number of bouquet entrepreneurs has created intense market competition, leading to declining producer revenues. This study aims to determine the influence of Brand Experience, Brand Perceived Value, and accessibility on consumer purchasing decisions, as well as to examine the role of Brand Loyalty as a mediating variabel. This study used a quantitative approach, collecting data through questionnaires distributed to 100 respondents who were ER Buket consumers in Pekalongan City & Regency and Batang Regency. The sampling technique used snowball sampling. Data analysis was performed using the Structural Equation Modeling method based on Partial Least Square (SEM-PLS) using the SmartPLS application version 4.0. The results of this study revealed that Brand Experience and Brand Perceived Value significantly influence consumer purchasing decisions. Conversely, accessibility did not significantly influence purchasing decisions. Furthermore, Brand Loyalty did not act as a mediator in the relationship between Brand Perceived Value and accessibility on purchasing decisions. However, Brand Loyalty was shown to mediate the relationship between Brand Experience and purchasing decisions. These findings indicate that Brand Loyalty only mediates the relationship between Brand Experience and purchase decisions. The results of this study are expected to provide theoretical contributions to the study of consumer behavior and provide practical insights into marketing strategies for bouquet products. Keywords: Brand Experience, Brand Perceived Value, Accessibility, Purchase Decisios, Brand Loyalty

Actions (login required)

View Item