Pengaruh Informasi Digitalisasi dan Nilai Merek (Brand Equity) Terhadap Persepsi Konsumen dalam Menggunakan Transportasi Laut Tahun 2025

Authors

  • Kania Nur Ariani Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Rani Rahmawati Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Melani Shafitri Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Dini Murdini Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Dhiwa Aulia Giantoro Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Bhimayasha Pardede Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia
  • Yulianti Keke Institut Transportasi dan Logistik Trisakti, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/jsmd.v3i4.802

Keywords:

Informasi Digitalisasi, Nilai Merek (Brand Equity), Transprotasi Laut, Persepsi Konsumen

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh informasi digitalisasi dan nilai merek (brand equity) terhadap persepsi konsumen dalam menggunakan transportasi laut tahun 2025. Metode yang digunakan adalah kuantitatif eksplanatori dengan pendekatan cross-sectional. Populasi penelitian terdiri dari 800 pengguna jasa transportasi laut di Jakarta, dengan sampel sebanyak 100 responden yang dipilih menggunakan teknik purposive sampling. Analisis data dilakukan dengan Partial Least Squares Structural Equation Modeling (PLS-SEM) menggunakan SmartPLS. Hasil penelitian menunjukkan bahwa baik informasi digitalisasi (koefisien 0,297; p = 0,025) maupun brand equity (koefisien 0,573; p = 0,000) berpengaruh signifikan terhadap persepsi konsumen, dengan brand equity memiliki pengaruh lebih dominan. Temuan ini memberikan implikasi penting bagi penyedia layanan untuk mengintegrasikan strategi digitalisasi dengan penguatan citra merek guna meningkatkan persepsi positif konsumen.

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Published

2026-03-18

How to Cite

Ariani, K. N., Rahmawati, R., Shafitri, M., Murdini, D., Giantoro, D. A., Pardede, B., & Keke, Y. (2026). Pengaruh Informasi Digitalisasi dan Nilai Merek (Brand Equity) Terhadap Persepsi Konsumen dalam Menggunakan Transportasi Laut Tahun 2025. Jurnal Siber Multi Disiplin , 3(4), 347–358. https://doi.org/10.38035/jsmd.v3i4.802

Issue

Vol. 3 No. 4 (2026): Jurnal Siber Multi Disiplin (Januari - Maret 2026)

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Articles

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Copyright (c) 2026 Kania Nur Ariani, Rani Rahmawati, Melani Shafitri, Dini Murdini, Dhiwa Aulia Giantoro, Bhimayasha Pardede, Yulianti Keke

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