Pengaruh Citra Merek Terhadap Niat Beli Melalui Nilai Pelanggan dan Presepsi Risiko Sebagai Variabel Intervening Pada Motor Honda

PENGARUH CITRA MEREK TERHADAP NIAT BELI MELALUI NILAI PELANGGAN DAN PERSEPSI RISIKO SEBAGAI VARIABEL INTERVENING PADA MOTOR HONDA

Mohammad Nukhan
SMK Muhammdiyah 1 Gresik
E-mail: m.nukhan@yahoo.co.id

ABSTRACT

The study purposed to analyse the effect of brand image to customer value, the effect of customer value to purchasing intention, the effect of brand image to risk perception, the effect of risk perception to purchasing intention, the effect of brand image to  purchasing intention, and indirect effect of brand image on purchasing intention with the customer value and risk perception.  Sample was people who had Honda motor Scutic and good information about it and decision maker on its purchasing. Sampling  method was purposive sampling and the number of sample was 180 respondents in Gresik. The analysis data technique was  Structural Equation Model which operated by AMOS 16 program. The result showed that brand image had positive and significant  effect on customer value and the customer value had positive and significant effect on purchasing intention. Brand image had  negative effect and significant on risk perception, risk perception had negative and significant effect on purchasing intention and brand image had positive image and significant effect on purchasing intention. Finally, the indirect effect of brand image on  purchasing intention with the customer value and risk perception was better than the direct effect of brand image.

Key Words: Brand Image, Customer Value, Risk Perception, Purchasing Intention