Anteseden repurchase intention pada produk sepatu running di Indonesia
Info Katalog
File Repositori
Nomor Panggil : 022001901047
Penerbit : FEB - Usakti
Kota Terbit : Jakarta
Tahun Terbit : 2023
Pembimbing 1 : Robert Kristaung
Subyek : Marketing management;Product management
Kata Kunci : social media marketing, brand awareness, electronic word of mouth, repurchase intention
Status Posting : Published
Status : Lengkap
File Repositori
| No. | Nama File | Hal. | Link |
|---|---|---|---|
| 1. | 2023_TA_SMJ_022001901047_Halaman-Judul.pdf | 11 | |
| 2. | 2023_TA_SMJ_022001901047_Lembar-Pengesahan.pdf | 6 | |
| 3. | 2023_TA_SMJ_022001901047_Bab-1-Pendahuluan.pdf | 5 | |
| 4. | 2023_TA_SMJ_022001901047_Bab-2-Tinjauan-Pustaka.pdf | 10 |
|
| 5. | 2023_TA_SMJ_022001901047_Bab-3-Metode-Penelitian.pdf | 11 |
|
| 6. | 2023_TA_SMJ_022001901047_Bab-4-Analisis-dan-Pembahasan.pdf | 11 |
|
| 7. | 2023_TA_SMJ_022001901047_Bab-5-Simpulan.pdf | 4 |
|
| 8. | 2023_TA_SMJ_022001901047_Daftar-Pustaka.pdf | 5 | |
| 9. | 2023_TA_SMJ_022001901047_Lampiran.pdf | 25 |
|
P enelitian ini mengkaji peran anteseden Repurchase Intention padasepatu running di Indonesia. Penelitian ini menggunakan data primer yang diperoleh melalui kuesioner online dari 93 responden. Pengguna sepatu running dipekerjakan untuk studi kuantitatif melalui Purposive sampling. Data dianalisis menggunakan Structural Equation Model (SEM) dengan menggunakan program SPSS dan Amos. Hasil penelitian ini menunjukkan bahwa Social Media Marketing, Brand Awareness, Electronic Word Of Mouth berpengaruh positif terhadap niat beli pelanggan melalui social media.Penelitian selanjutnya dapat memperluas penyebaran kuesioner ke seluruh daerah agar data bisa lebih akurat, peneliti selanjutnya dapat memperluas cakupan penelitian diberbagai objek lainnya, dan peneliti selanjutnya dapat melakukan penambahan variabel yang berkaitan pada niat beli pelanggan.
T his research examines the role of antecedents of repurchase intention in running shoes in Indonesia. This study uses primary data obtained through online questionnaires from 93 respondents. Running shoe users were employed for a quantitative study through purposive sampling. Data were analyzed using the Structural Equation Model (SEM) using the SPSS and Amos programs. The results of this study indicate that Social Media Marketing, Brand Awareness, Electronic Word Of Mouth have a positive effect on customer purchase intentions through social media. Subsequent research can expand the distribution of questionnaires to all regions so that data can be more accurate, further researchers can expand the scope of research in various other objects, and further researchers can add variables related to customer purchase intentions
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