Synthiadevi, Angelina and Priyogutomo, C. Jarot (2022) Pengaruh Kepercayaan Merek, Nilai yang Dirasakan terhadap Preferensi Merek dan Niat Beli Ulang Studi pada Konsumen Produk Kecantikan Somethinc. ANALISIS, 21 (2). pp. 15-25. ISSN 1978-9750

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Abstract

This research aims to explore the effect of brand trust, perceived value on brand and purchased intention for Somethinc beauty consumer product. T h e d ata were collected from 152 consumers and the measurement used a 5 points likert scale ranging from 1 (completely disagree) to 5 (completely agree). The criteria used for this study are those who used Somethinc product more than once. The sampl ing method used was purposive sampling. Meanwhile, questionnaire using google forms with Line, Whatsapp and Instagram social media are used to collect the sample. For the analysis, PLS- Partial Least Squares method were used. The reliability was verified through Cronbach alpha and Composite reliability. The finding of the study shows that brand trust has a significantly positive effect on brand preference, perceived value, and purchased intention.

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