Konsekuensi transactional dan relational pyschological contract di salon Jakarta

DETAIL KOLEKSI

Konsekuensi transactional dan relational pyschological contract di salon Jakarta

Oleh : Syafrina Nurdianti

Info Katalog

Nomor Panggil : 022002001121

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2024

Pembimbing 1 : Husna Leila Yusran

Subyek : Marketing -- Management

Kata Kunci : brand love, positive word of mouth, relational psychological contract, repurchase intention, transac

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001902012_Halaman-Judul.pdf	11
2.	2024_TA_SMJ_022001902012_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022001902012_Bab-1-Pendahuluan.pdf	9
4.	2024_TA_SMJ_022001902012_Bab-2-Tinjauan-Pustaka.pdf	21
5.	2024_TA_SMJ_022001902012_Bab-3-Metode-Penelitian.pdf	14
6.	2024_TA_SMJ_022001902012_Bab-4-Analisis-dan-Pembahasan.pdf	13
7.	2024_TA_SMJ_022001902012_Bab-5-Kesimpulan.pdf	4
8.	2024_TA_SMJ_022001902012_Daftar-Pustaka.pdf	8
9.	2024_TA_SMJ_022001902012_Lampiran.pdf	22

Abstrak
Abstract

P enelitian ini bertujuan menguji dan menganalisis Transactional dan Relational Psychological Contract terhadap Repurchase Intention yang dimediasi oleh Brand Love dan Positive Word Of Mouth pada salon kecantikan di Jakarta. Metode pengumpulan data yang digunakan adalah data primer yang diperoleh dengan cara menggunakan menyebarkan kuesioner melalui google form kepada responden yang memenuhi persyaratan yaitu responden yang telah menggunakan layanan salon kecantikan di Jakarta. Sampel yang digunakan dalam penelitian ini berjumlah 230 responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Data dianalisis menggunakan metode Structural Equation Model (SEM). Hasil dari penelitian ini adalah: (1) Transactional Psychological Contract berpengaruh positif terhadap Brand Love, (2) Relational Psychological Contract berpengaruh positif terhadap Brand Love, (3) Transactional Psychological Contract berpengaruh positif terhadap Positive Word Of Mouth, (4) Relational Psychological Contract berpengaruh positif terhadap Positive Word Of Mouth, (5) Brand Love berpengaruh positif terhadap Repurchase Intention, (6) Positive Word Of Mouth berpengaruh positif terhadap Repurchase Intention, (7) Brand Love memediasi pengaruh positif Transactional Psychological Contract terhadap Repurchase Intention, (8) Positive Word Of Mouth memediasi pengaruh positif Relational Psychological Contract terhadap Repurchase Intention. Penelitian ini hanya melibatkan variabel transactional psychological contract, relational psychological contract, brand love, dan positive word of mouth yang dapat mempengaruhi repurchase intention secara positif. Penelitian selanjutnya, dapat memperluas cakupan salon kecantikan tidak hanya wilayah Jakarta.

T his study aims to test and analyze the transactional and relational psychological contract of repurchase intention mediated by brand love and positive word of mouth in beauty salons in Jakarta. The data collection method used is the primary data obtained by using the questionnaire through the Google Form to respondents who meet the requirements, namely respondents who have used beauty salon services in Jakarta. The sample used in this study totaled 230 respondents. The sampling technique used is purposive sampling. Data were analyzed using the Structural Equation Model (SEM) method. The results of this study are: (1) Transactional Psychological Contract has a positive effect on brand love, (2) Relational Psychological Contract has a positive effect on brand love, (3) Transactional Psychological Contract has a positive effect on positive Word of Mouth, (4) Relational Psychological Contract positive effect on positive word of mouth, (5) brand love has a positive effect on repurchase intention, (6) positive word of mouth has a positive effect on repurchase intention, (7) brand love mediates positive effects transactional psychological contracts on repurchase intention, (8) Positive Word of Mouth mediated the positive influence of relational psychological contracts on repurchase intention. This study only involves the Transactional Psychological Contract variable, Relational Psychological Contract, Brand Love, and Positive Word of Mouth which can affect Repurchase intention positively.