Peran Brand Trust dalam Memediasi Pengaruh Religious Centric Product Strategy dan Customer Perceived Value terhadap Purchase Intention pada Produk Fesyen Syariah di Bandar Lampung

APNES, INDRA SORAYA (2026) Peran Brand Trust dalam Memediasi Pengaruh Religious Centric Product Strategy dan Customer Perceived Value terhadap Purchase Intention pada Produk Fesyen Syariah di Bandar Lampung. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

Abstrak Perkembangan pesat industri fesyen syariah di Indonesia menghadapi tantangan rendahnya Purchase Intention konsumen terhadap produk lokal. Penelitian ini bertujuan menguji peran mediasi Brand Trust dalam mengintegrasikan Religious-Centric Product Strategy dan Customer Perceived Value terhadap Purchase Intention. Penelitian kuantitatif ini menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM) pada 100 responden konsumen fesyen syariah di Bandar Lampung melalui teknik purposive sampling. Hasil analisis jalur dan mediasi menunjukkan bahwa: Religious-Centric Product Strategy tidak berpengaruh signifikan terhadap Purchase Intention secara langsung (original sampel = 0,006; p values =0,954), namun berpengaruh positif signifikan terhadap Brand Trust (original sampel = 0,348; p=0,000). Customer Perceived Value berpengaruh positif dan signifikan terhadap Brand Trust (original sampel = 0,535; p=0,000) dan Purchase Intention secara langsung (original sampel = 0,419; p=0,000). Brand Trust terbukti menjadi variabel mediasi penuh dan parsial yang signifikan dalam pengaruh tidak langsung ReligiousCentric Product Strategy (original sampel =0,119; p=0,009) dan Customer Perceived Value (original sampel =0,120; p=0,012) terhadap Purchase Intention. Secara keseluruhan, model struktural menunjukkan bahwa Religious-Centric Product Strategy , Customer Perceived Value , dan Brand Trust mampu menjelaskan 45,7% varian Purchase Intention (R-Square=0,457). 12 Simpulannya, peningkatan niat beli konsumen sangat ditentukan oleh tingkat kepercayaan terhadap merek, yang bertindak sebagai jembatan penting antara strategi religius dan persepsi nilai. Temuan ini mengimplikasikan bahwa pelaku usaha fesyen syariah perlu memprioritaskan pembangunan Brand Trust yang konsisten (melalui strategi religius dan peningkatan nilai konsumen) sebagai kunci untuk mengkonversi potensi pasar menjadi niat beli yang nyata. Abstract The rapid development of the Sharia fashion industry in Indonesia faces the challenge of low consumer Purchase Intention towards local products. This study aims to examine the mediating role of Brand Trust in integrating Religious-Centric Product Strategy and Customer Perceived Value toward Purchase intention. This quantitative research utilizes Partial Least Squares Structural Equation Modeling (PLSSEM) on 100 respondents of Sharia fashion consumers in Bandar Lampung, sampled through a purposive sampling technique. The results of the path and mediation analysis show that: ReligiousCentric Product Strategy has no significant direct effect on Purchase Intention (Original Sample = 0.006; p = 0.954), but has a positive and significant effect on Brand Trust (Original Sample = 0.348; p = 0.000). Customer Perceived Value has a positive and significant effect on both Brand Trust (Original Sample = 0.535; p = 0.000) and PI directly (Original Sample = 0.419; p = 0.000). Brand Trust is proven to be a significant full and partial mediating variable in the indirect influence of Religious-Centric Product Strategy (Original Sample = 0.119; p = 0.009) and Customer Perceived Value (Original Sample = 0.120; p = 0.012) on Purchase Intention. Overall, the structural model demonstrates that Religious-Centric Product Strategy , CPV, and Brand Trust explain 45.7% of the variance in Purchase Intention (RSquare=0.457). In conclusion, the increase in consumer buying intention is strongly determined by the level of brand trust, which acts as a crucial bridge between religious strategy and perceived consumer value. These findings imply that Sharia fashion businesses need to prioritize consistent Brand Trust building (through both religious strategy and3 enhanced consumer value) as the key to converting market potential into actual buying intention.

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