Pengaruh Brand Loyality terhadap Purchase Decision dengan Positioning sebagai Variabel Intervening di Kalangan Mahasiswa (Studi pada Produk Indomie)

Elvaretta Livia Putri; Bambang Setiyo Pambudi

doi:10.31004/riggs.v4i4.4066

Authors

Elvaretta Livia Putri Universitas Trunojoyo Madura
Bambang Setiyo Pambudi Universitas Trunojoyo Madura

DOI:

https://doi.org/10.31004/riggs.v4i4.4066

Keywords:

Brand Loyalty, Positioning, Purchase Decision, Indomie, PLS-SEM

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand loyalty terhadap purchase decision dengan positioning sebagai variabel mediasi pada produk Indomie. Penelitian ini menggunakan pendekatan kuantitatif eksplanatori dengan melibatkan 97 responden yang merupakan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Trunojoyo Madura. Teknik pengambilan sampel yang digunakan adalah purposive sampling, sedangkan pengujian hipotesis dilakukan melalui metode Partial Least Squares–Structural Equation Modeling (PLS-SEM) untuk memperoleh gambaran hubungan antarvariabel secara komprehensif. Hasil analisis menunjukkan bahwa brand loyalty berpengaruh positif dan signifikan terhadap positioning, yang berarti semakin tinggi loyalitas konsumen, semakin kuat pula persepsi mereka terhadap posisi merek Indomie di benak konsumen. Selain itu, brand loyalty juga terbukti berpengaruh positif dan signifikan terhadap purchase decision, menegaskan bahwa loyalitas memainkan peran penting dalam mendorong keputusan pembelian. Namun, hasil penelitian mengungkapkan bahwa positioning tidak berpengaruh signifikan terhadap purchase decision. Dengan demikian, positioning tidak berperan sebagai variabel mediasi dalam hubungan antara brand loyalty dan purchase decision. Temuan ini mengindikasikan bahwa pada produk low-involvement seperti mie instan, keputusan pembelian lebih banyak dipengaruhi oleh loyalitas konsumen secara langsung daripada oleh persepsi positioning merek. Oleh karena itu, penelitian ini menekankan pentingnya strategi peningkatan loyalitas konsumen melalui kualitas produk, konsistensi rasa, maupun kedekatan emosional dengan merek sebagai upaya utama untuk memperkuat keputusan pembelian pada kategori produk sejenis.

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