Pengaruh Brand Image terhadap Minat Beli Mie Sedaap: Peran Mediasi Kepercayaan dan Moderasi Influencer

Ilham Alim; Laura Diva Al Fadila; Wardatul Mu'mila; Gufronulloh Gufronulloh; Sinollah Sinollah

doi:10.31004/riggs.v5i2.11220

Authors

Ilham Alim Universitas Islam Raden Rahmat
Laura Diva Al Fadila Universitas Islam Raden Rahmat
Wardatul Mu'mila Universitas Islam Raden Rahmat
Gufronulloh Gufronulloh Universitas Islam Raden Rahmat
Sinollah Sinollah Universitas Islam Raden Rahmat

DOI:

https://doi.org/10.31004/riggs.v5i2.11220

Keywords:

Brand Image, Minat Beli, Kepercayaan Konsumen, Influencer, Mediasi, Moderasi, Low-Involvement Product

Abstract

Persaingan yang semakin ketat pada industri Fast-Moving Consumer Goods (FMCG), khususnya produk mi instan, menuntut perusahaan untuk memahami faktor-faktor yang memengaruhi minat beli konsumen. Penelitian ini bertujuan menganalisis pengaruh brand image terhadap minat beli produk Mie Sedaap dengan menguji peran kepercayaan konsumen sebagai variabel mediasi serta influencer sebagai variabel moderasi. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan pengumpulan data melalui kuesioner kepada konsumen Mie Sedaap. Analisis data dilakukan menggunakan PROCESS Macro Hayes Model 5 melalui perangkat lunak SPSS untuk menguji pengaruh langsung, mediasi, dan moderasi secara simultan. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap minat beli serta kepercayaan konsumen. Namun, kepercayaan konsumen tidak berpengaruh signifikan terhadap minat beli sehingga tidak mampu memediasi hubungan antara brand image dan minat beli. Selain itu, influencer terbukti memiliki pengaruh langsung yang positif dan signifikan terhadap minat beli, tetapi tidak mampu memoderasi hubungan antara brand image dan minat beli. Temuan ini menunjukkan bahwa pada kategori produk dengan tingkat keterlibatan rendah (low-involvement product), citra merek dan pemasaran melalui influencer bekerja secara independen dalam mendorong minat beli konsumen. Oleh karena itu, perusahaan disarankan mempertahankan citra merek yang kuat sekaligus mengoptimalkan strategi pemasaran melalui influencer sebagai pendorong langsung peningkatan minat beli.

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