Pengaruh Iklan dan Kepercayaan Merek terhadap Minat Beli Brand Pinkflash (Studi Kasus pada Pengguna Shopee di Kota Bekasi)

Yahya, Anggi (2025) Pengaruh Iklan dan Kepercayaan Merek terhadap Minat Beli Brand Pinkflash (Studi Kasus pada Pengguna Shopee di Kota Bekasi). Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study is to determine the effect of advertising and brand trust on purchasing interest of the Pinkflash brand. This study uses a quantitative research design. The population in this study were Shopee users in Bekasi City. The number of samples in this study was 110 respondents. This study used purposive sampling as a sampling technique. The results of the partial test (t-test) on the advertising variable (X1) showed a significance value of <.001, concluding that advertising (X1) had a significant effect on purchasing interest (Y). Meanwhile, the partial test (t-test) on the brand trust variable (X2) showed a significance value of 0.113 > 0.05, concluding that brand trust (X2) did not have a significant effect on purchasing interest (Y). The results of the simultaneous test (F-test) showed a significance result of <0.001, concluding that advertising (X1) and brand trust (X2) had a significant effect together on purchasing interest (Y). The coefficient of determination test showed an adjusted R-square value of 0.332, which concluded that the influence of the independent variable on the dependent variable was 33.2%. The remaining 66.7% of the influence was explained by other variables not examined in this study.

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