Pengaruh Brand Authenticity Terhadap Brand Trust (Survei pada pengunjung Website Business to Consumer JD.ID di Indonesia)

Andika Alvin Margana, Lili Adi Wibowo, Puspo Dewi Dirgantari


Penelitian ini bertujuan untuk memperoleh temuan pengaruh brand authenticity terhadap brand trust. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survei dengan teknik purposive sampling sebanyak 268 responden. Teknik analisis data yang digunakan adalah path analysis (analisis jalur) dengan alat bantu program SPSS 24.0 for windows. Hasil temuan penelitian ini menunjukan bahwa gambaran brand authenticity dalam kategori cukup tinggi, gambaran brand trust dalam kategori tinggi, dimensi brand authenticity yang memiliki pengaruh paling tinggi terhadap brand trust adalah dimensi consistency, sedangkan dimensi yang memiliki pengaruh terendah adalah dimensi originality. Berdasarkan hasil penelitian ini, disarankan dalam brand authenticity perusahaan untuk meningkatkan originality guna meningkatkan brand trust. Sehingga diharapkan brand authenticity dapat diperhatikan lebih lanjut oleh perusahaan di industri e-Commerce dalam meningkatkan brand trust pada perusahaan.

Kata Kunci: Brand Authenticity, Consistency, Customer Orientation, Quality Commitment, Originality, Brand Trust.

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