ANALISIS PENGARUH BRAND IMAGE TERHADAP BRAND TRUST DENGAN PERAN MEDIASI PRECEIVED VALUE DAN BRAND SATISFACTION (Studi pada Pelanggan Produk Lemonilo Brownies Crispy PT Lemonilo Indonesia Sehat Jawa Tengah)

Riki, Asep (2026) ANALISIS PENGARUH BRAND IMAGE TERHADAP BRAND TRUST DENGAN PERAN MEDIASI PRECEIVED VALUE DAN BRAND SATISFACTION (Studi pada Pelanggan Produk Lemonilo Brownies Crispy PT Lemonilo Indonesia Sehat Jawa Tengah). Thesis thesis, Universitas BPD.

	Text DAFTAR PUSTAKA.pdf Download (98kB)
	Text BAB 1-3 .pdf Download (343kB)

Abstract

The development of the healthy food industry in Indonesia has intensified brand competition, making brand trust a key factor in sustaining brand competitiveness. This study aims to analyze the effect of brand image on brand trust, with the mediating roles of perceived value and brand satisfaction, among consumers of Lemonilo Brownies Crispy produced by PT Lemonilo Indonesia Sehat in Central Java. This research adopts a quantitative approach with an explanatory research design. Data were collected through an online survey using a Likert-scale questionnaire (1–5) distributed to 100 respondents who met the research criteria. Data analysis was conducted using Structural Equation Modeling with the Partial Least Squares approach through the SmartPLS software. The results indicate that brand image has a positive and significant effect on brand trust, both directly and indirectly. In addition, brand image is found to have a positive and significant effect on perceived value and brand satisfaction. Furthermore, perceived value and brand satisfaction each have a positive and significant effect on brand trust. The indirect effect analysis reveals that perceived value and brand satisfaction act as partial mediators in the relationship between brand image and brand trust. These findings suggest that brand trust is formed through a gradual psychological process in which brand image shapes consumers’ value evaluations and satisfaction before ultimately leading to trust. This study provides empirical contributions to the marketing literature, particularly regarding the mechanism of brand trust formation in the healthy food industry, and offers practical implications for companies in designing sustainable brand-strengthening strategies.

Item Type:	Thesis (Thesis)
Additional Information:	Perkembangan industri makanan sehat di Indonesia mendorong meningkatnya persaingan antar merek, sehingga kepercayaan konsumen (brand trust) menjadi faktor kunci dalam mempertahankan keberlanjutan merek. Penelitian ini bertujuan untuk menganalisis pengaruh brand image terhadap brand trust dengan peran mediasi perceived value dan brand satisfaction pada pelanggan produk Lemonilo Brownies Crispy PT Lemonilo Indonesia Sehat di Jawa Tengah. Penelitian ini menggunakan pendekatan kuantitatif dengan jenis penelitian eksplanatori. Data dikumpulkan melalui survei online menggunakan kuesioner skala Likert 1–5 terhadap 100 responden yang memenuhi kriteria penelitian. Analisis data dilakukan menggunakan Structural Equation Modeling dengan pendekatan Partial Least Squares (PLS-SEM) melalui perangkat lunak SmartPLS. Hasil penelitian menunjukkan bahwa brand image berpengaruh positif dan signifikan terhadap brand trust, baik secara langsung maupun tidak langsung. Selain itu, brand image juga terbukti berpengaruh positif dan signifikan terhadap perceived value dan brand satisfaction. Selanjutnya, perceived value dan brand satisfaction masing-masing berpengaruh positif dan signifikan terhadap brand trust. Hasil uji efek tidak langsung menunjukkan bahwa perceived value dan brand satisfaction berperan sebagai mediator parsial dalam hubungan antara brand image dan brand trust. Temuan ini mengindikasikan bahwa kepercayaan merek terbentuk melalui proses psikologis bertahap, di mana citra merek membentuk evaluasi nilai dan kepuasan konsumen sebelum bermuara pada kepercayaan. Penelitian ini memberikan kontribusi empiris dalam pengembangan literatur pemasaran, khususnya terkait mekanisme pembentukan brand trust pada industri makanan sehat, serta memberikan implikasi praktis bagi perusahaan dalam merancang strategi penguatan merek yang berkelanjutan.
Uncontrolled Keywords:	Rms175175
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HE Transportation and Communications H Social Sciences > HF Commerce
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	14 Mar 2026 01:34
Last Modified:	14 Mar 2026 01:34
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/3028

Actions (login required)

View Item