Mekanisme Nilai Ekonomi Dalam Hubungan Brand Trust Dan Willingness To Pay Premium Pada Konsumen Digital: Suatu Literatur Review Terintegrasi -
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Abstract
Meskipun willingness to pay premium (WTP premium) merupakan indikator penting nilai ekonomi merek, dan brand trust diakui sebagai prediktor utamanya, pemahaman mengenai mekanisme nilai ekonomi spesifik yang menjembatani hubungan keduanya, terutama dalam konteks konsumen digital, masih terbatas. Oleh karena itu, penelitian literature review terintegrasi ini bertujuan untuk menganalisis dan mensintesis mekanisme nilai ekonomi yang menjadi jembatan kausal antara brand trust dan WTP premium pada konsumen digital. Kajian ini mengumpulkan dan mensintesis 40 artikel ilmiah internasional dan nasional yang berfokus pada konteks digital dan relevan dengan topik brand trust, mekanisme nilai ekonomi konsumen, dan perilaku pembelian premium. Hasil sintesis menunjukkan bahwa brand trust memengaruhi WTP premium melalui tiga mekanisme nilai ekonomi utama: risk reduction mechanism, value creation mechanism, dan emotional–symbolic mechanism. Selain itu, konteks digital ditemukan memperkuat hubungan ini melalui faktor transparansi informasi, online review, influencer credibility, serta kecepatan persebaran reputasi. Penelitian ini memberikan kontribusi akademik berupa model sintesis hubungan brand trust–WTP premium berbasis mekanisme nilai ekonomi, serta rekomendasi praktis bagi pemasar digital dalam membangun strategi premium pricing.
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