ABSTRAK
Rian Herdian (66160014), Implikasi Citra Merek dan Kepercayaan Merek
Terhadap Minat Beli Koran di Harian Pagi Radar Bandung.
Radar Bandung adalah salah satu dari sekian banyak perusahaan surat kabar di Kota
Bandung. Melihat dari dinamika perubahan zaman serta perkembangan dari para
kompetitor, Radar Bandung harus senantiasa meningkatkan kepercayaan dari
masyarakat serta citra yang baik dimata publik namun tantangan sebenarnya dari
radar Bandung di era sekarang adalah mengenai digitalisasi media serta minat beli
koran di masyarakat. Hal tersebut bertujuan agar kedepanya Radar Bandung bukan
hanya menjadi surat kabar yang dipercaya masyarakat tetapi radar Bandung dengan
semangat modern yang diharapkan dapat menjaring pangsa pasar baru dari
kalangan milenial. Penelitian ini bertujuan untuk menganalisis pengaruh citra
merek terhadap minat beli, kepercayaan merek terhadap minat beli, serta citra
merek dan kepercayaan merek terhadap minat beli di Harian pagi Radar bandung.
Metode penelitian yang digunakan pada penelitian ini adalah kuantitatif dengan
desain penelitian deskriftif dan verifikatif. Hasil penelitian menunjukan bahwa
Citra Merek berpengaruh positif dan signifikan terhadap minat beli , kepercayaan
merek berpengaruh signifikan terhadap minat beli, dan citra merek serta
kepercayaan merek berpengaruh signifikan dan positif terhadap minat beli Koran
di Radar Bandung berdasarkan hasil riset yang dilakukan secara parsial dan
pemaparan deskriftif dari setiap poin variabel berdasarkan nilai yang diperoleh dari
responden penelitian


ABSTRACT
Rian Herdian (66160014), Implications of Brand Image and Brand Trust on
Buying Interest in Newspapers in the Morning Daily Radar Bandung.
Radar Bandung is one of the many newspaper companies in the city of Bandung.
Judging from the dynamics of changing times and the development of its
competitors, Radar Bandung must always increase the trust of the public and a
good image in the eyes of the public, but the real challenge of the Bandung radar
in the present era is regarding media digitization and the interest in buying
newspapers in the public. This aims to make Radar Bandung not only a newspaper
that is trusted by the public but a Bandung radar with a modern spirit that is
expected to capture new market share among millennials. This study aims to
analyze the effect of brand image on purchase intention, brand trust on purchase
intention, and brand image and brand trust on purchase intention in the morning
newspaper Radar Bandung. The research method used in this research is
quantitative with descriptive research design and verification. The results showed
that brand image had a positive and significant effect on purchase intention, brand
trust had a significant effect on purchase intention, and brand image and brand
trust had a significant and positive effect on buying interest in newspapers at Radar
Bandung based on the results of research conducted partially and descriptive
descriptions of each variable point is based on the value obtained from the research
respondents.