The influence of brand image and service quality on belift lab’s brand trust

Dona Aprilinda Dewi, Susantiningrum Susantiningrum

Abstract

Abstrak: Kepercayaan merek penting di semua sektor industry, termasuk industry kreatif music seperti K-Pop yang memiliki fans setia dan aktif. Penelitian ini bertujuan untuk: 1) mengetahui ada tidaknya pengaruh brand image terhadap brand trust Belift Lab, 2) mengetahui ada tidaknya pengaruh service quality terhadap brand trust Belift Lab, serta 3) mengetahui ada tidaknya pengaruh brand image dan service quality terhadap brand trust Belift Lab. Penelitian ini merupakan penelitian deskriptif kuantitatif dengan metode korelasional. Populasi penlitian adalah penggemar ENHYPEN Indonesia. Pengambilan sampel dengan teknik non probability sampling melalui metode purposive sampling. Sampel penelitian sebanyak 96 dari populasi yang memenuhi kriteria. Pengumpulan data melalui instrumen angket kuesioner dengan media Google Form yang disebarkan secara online melalui platform X. Pengolahan data menggunakan media software IBM SPSS Statistics 26. Teknik analisis data berupa regresi linier berganda. Hasil penelitian menunjukkan: 1) terdapat pengaruh positif dan signifikan antara brand image terhadap brand trust Belift Lab, 2) terdapat pengaruh positif dan signifikan antara service quality terhadap brand trust Belift Lab, 3) terdapat pengaruh positif dan signifikan antara brand image dan service quality terhadap brand trust Belift Lab.

 

Kata kunci: hubungan masyarakat; industri kreatif; penelitian kuantitatif; persepsi

 

Abstract: Brand trust is essential across all industry sectors, including the creative music industry such as K-Pop, which maintains loyal and active fan bases. This study aimed to: (1) determine whether brand image influences Belift Lab's brand trust, (2) determine whether service quality influences Belift Lab's brand trust, and (3) determine whether brand image and service quality jointly influence Belift Lab's brand trust. This quantitative descriptive study employed a correlational method. The study population consisted of Indonesian ENHYPEN fans. Sampling was conducted using non-probability sampling with a purposive sampling method. The sample comprised 96 individuals from the population who met the established criteria. Data were collected using a questionnaire instrument via Google Forms, distributed online through the X platform. Data processing was performed using IBM SPSS Statistics 26 software. Multiple linear regression served as the data analysis technique. The results indicated that: (1) brand image exerts a positive and significant influence on Belift Lab's brand trust, (2) service quality exerts a positive and significant influence on Belift Lab's brand trust, and (3) brand image and service quality jointly exert a positive and significant influence on Belift Lab's brand trust.

 

Keywords: creative industries; perception; public relations; quantitative research

Keywords

hubungan masyarakat; industri kreatif; penelitian kuantitatif; persepsi; creative industries; perception; public relations; quantitative research

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DOI: https://doi.org/10.20961/jikap.v10i1.105984

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