Pengaruh brand leadership terhadap trust, satisfaction, dan repurchase intention pada brand fashion di platform e-commerce
Info Katalog
File Repositori
Nomor Panggil : 122012003082
Subyek : Marketing management;Branding (marketing)
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Willy Arafah
Kata Kunci : brand leadership, trust, satisfaction; repurchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2022_TS_MMJ_122012003082_Halaman-Judul.pdf | ||
| 2. | 2022_TS_MMJ_122012003082_Lembar-Pengesahan.pdf | 4 | |
| 3. | 2022_TS_MMJ_122012003082_Bab-1_Pendahuluan.pdf | 8 | |
| 4. | 2022_TS_MMJ_122012003082_Bab-2_Tinjauan-Pustaka.pdf | 20 |
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| 5. | 2022_TS_MMJ_122012003082_Bab-3_Metodologi-Penelitian.pdf | 18 |
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| 6. | 2022_TS_MMJ_122012003082_Bab-4_Analisis-dan-Pembahasan.pdf | 19 |
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| 7. | 2022_TS_MMJ_122012003082_Bab-5_Kesimpulan.pdf | 6 |
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| 8. | 2022_TS_MMJ_122012003082_Daftar-Pustaka.pdf | 7 | |
| 9. | 2022_TS_MMJ_122012003082_Lampiran.pdf | 23 |
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P Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Brand Leadership terhadap Trust, Satisfaction, dan Repurchase intention pada brand Fashion di Platform E-Commerce. Prosedur pengambilan sampel yang digunakan dalam penelitian ini untuk mengumpulkan data yang relevan adalah dengan penggunaan kuesioner dan menggunakan metode purposive sampling. Penelitian ini dilakukan terhadap 220 responden yang merupakan pengguna layanan platform e-commerce dan pernah berbelanja di platform tersebut lebih dari satu kali. Platform e-commerce yang termasuk dalam penelitian ini adalah platform yang memiliki pengunjung terbanyak di tahun 2020 yaitu Tokopedia, Shopee, Bukalapak, Bli-bli, dan Lazada. Data dianalisis menggunakan metode SEM (Structural Equation Modelling) dan AMOS (Analysis of Moment Structure). Hasil pengujian menunjukkan bahwa predikat unggul suatu brand bepengaruh positif terhadap trust , satisfaction dan repurchase intention. Temuan penelitian ini juga menunjukkan bahwa trust dan satisfaction juga berpengaruh positif terhadap repurchase intention.
T This objective of the empirical study is to examine and to analyse the influence of Brand Leadership on Trust, Satisfaction, and Repurchase intention on the fashion brand in e-commerce platform. The sampling procedure used to collect relevant data is by using a questionnaire and using a purposive sampling method. The study was conducted on 220 valid respondents who are users of e-commerce platform services and have shopped on the platform more than once. The e-commerce platforms included in this research are the platforms that have the most visitors in 2020, Tokopedia, Shopee, Bukalapak, Bli-bli, and Lazada. Data were analyzed using SEM (Structural Equation Modeling) and AMOS (Analysis of Moment Structure) methods. The results show that brand leadership have a positive effect on trust, satisfaction and repurchase intention. The findings of this study also show that trust and satisfaction also have a positive effect on repurchase intention.
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