Latifah, Isnaini (2026) Pengaruh Brand Image Terhadap Kepercayaan Konsumen Dalam Memilih Layanan Jasa Ekspedisi J&T Express Di Platform Tiktok Shop. Skripsi thesis, Universitas Kadiri.
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Abstract
This study aims to examine the effect of brand image dimensions on students’ trust in choosing J&T Express delivery services on the TikTok Shop platform. This research employs a quantitative approach with a causal associative design and purposive sampling technique. The respondents are students who have used J&T Express services in transactions through TikTok Shop. Data were collected through questionnaires using a 1–5 Likert scale that had been tested for validity and reliability. The data analysis techniques include classical assumption tests, multiple linear regression analysis, t-test (partial), F-test (simultaneous), and the coefficient of determination (R²). The results indicate that all dimensions of brand image simultaneously have a significant effect on consumer trust. Partially, brand character (X2), brand attributes (X3), brand behavior (X4), and benefits and usefulness (X5) have significant effects, while brand identity (X1) does not significantly influence consumer trust. The coefficient of determination (R²) shows that brand image explains the variation in consumer trust at a very strong level. These findings suggest that consumer trust is more influenced by actual experience, service quality, and perceived benefits rather than visual aspects of the brand. Therefore, the success of delivery service companies in building trust depends not only on brand recognition but also on consistent service performance. The implications highlight the importance of improving service quality, delivery reliability, and strengthening brand image to enhance consumer trust in an increasingly competitive digital transaction ecosystem. Keywords: Brand Image, Consumer Trust, Delivery Services, TikTok Shop
| Item Type: | Thesis (Skripsi) |
|---|---|
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi & Bisnis > Prodi Manajemen S1 |
| Depositing User: | Unnamed user with email rio.mahardiko@gmail.com |
| Date Deposited: | 05 Oct 2026 03:37 |
| Last Modified: | 05 Oct 2026 03:37 |
| URI: | http://repository.unik-kediri.ac.id/id/eprint/1249 |
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