Pengaruh Pengaruh Brand Authenticity dan Brand Love terhadap Brand Equity dan Brand Trust pada Konsumen Produk Eiger

Alvi Nur Muhammad; Any Urwatul Wusko

doi:10.31004/riggs.v4i3.2682

Authors

Alvi Nur Muhammad Universitas Yudharta Pasuruan
Any Urwatul Wusko Universitas Yudharta Pasuruan

DOI:

https://doi.org/10.31004/riggs.v4i3.2682

Keywords:

Brand Authenticity, Brand Love, Brand Equity, Brand Trust

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand authenticity dan brand love terhadap brand equity dan brand trust pada konsumen produk Eiger. Permasalahan penelitian didasarkan pada pentingnya keaslian merek dan ikatan emosional konsumen dalam membangun kepercayaan serta ekuitas merek di tengah persaingan industri perlengkapan outdoor. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik survei melalui kuesioner yang disebarkan kepada konsumen Eiger. Sampel penelitian diperoleh melalui metode purposive sampling dengan jumlah responden sebanyak 118 orang. Analisis data dilakukan menggunakan Partial Least Square-Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan bahwa brand authenticity dan brand love berpengaruh signifikan terhadap brand equity dan brand trust. Temuan ini menegaskan bahwa keaslian merek memiliki peran penting dalam membangun kepercayaan konsumen, sementara kecintaan terhadap merek lebih kuat mendorong peningkatan ekuitas merek. Implikasi penelitian ini memberikan kontribusi teoretis dalam pengembangan literatur pemasaran terkait brand management serta implikasi praktis bagi manajemen Eiger untuk memperkuat strategi pemasaran berbasis keaslian merek.

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