Pengaruh brand equity terhadap repurchase intention

DETAIL KOLEKSI

Pengaruh brand equity terhadap repurchase intention

Oleh : Pascalis Nicholas Aldo

Info Katalog

Nomor Panggil : 022001902037

Penerbit : FEB - Usakti

Kota Terbit : Jakarta

Tahun Terbit : 2023

Pembimbing 1 : Dyah Astarini

Subyek : Brand loyalty;Brand image

Kata Kunci : brand awareness, brand image, perceived brand quality, brand loyalty, repurchase intention.

Status Posting : Published

Status : Lengkap

File Repositori

No.	Nama File	Hal.
1.	2024_TA_SMJ_022001902037_Halaman-Judul.pdf	12
2.	2024_TA_SMJ_022001902037_Lembar-Pengesahan.pdf	6
3.	2024_TA_SMJ_022001902037_Bab-1-Pendahuluan.pdf	8
4.	2024_TA_SMJ_022001902037_Bab-2-Tinjauan-Pustaka.pdf	15
5.	2024_TA_SMJ_022001902037_Bab-3-Metode-Penelitian.pdf	16
6.	2024_TA_SMJ_022001902037_Bab-4-Analisis-dan-Pembahasan.pdf	12
7.	2024_TA_SMJ_022001902037_Bab-5-Kesimpulan.pdf	3
8.	2024_TA_SMJ_022001902037_Daftar-Pustaka.pdf	-1
9.	2024_TA_SMJ_022001902037_Lampiran.pdf	23

Abstrak
Abstract

T ujuan penelitian ini adalah menganalisi perngaruh brand awareness, brand image, perceived brand quality, brand loyalty terhadap repurchase intention. Penilitian ini menggunakan data primer.Data dikumpulkan menggunakan kuesioner yang telah diuji dan disebarkan secara online kepada 220 responden yang membeli dan menggunakan merek baju lokal pria. Penentuan sampel diambil dengan teknik purposive sampling. Pengolahan data dilakukan dengan software SPSS 22. Analisis data meliputi: uji validitas dan reliabilitas. Metode analisis data penelitian ini menggunakan SEM dengan software AMOS. Hasil penelitian menunjukan bahwa terdapat pengaruh positif antara brand image, perceived brand quality, brand loyalty terhadap repurchase intention. Sementara itu brand awareness tidak berpengaruh terhadap repurchase intention. Penelitian selanjutnya dapat menambahkan variabel customer satisfaction.

T he aim of this research is to analyze brand awareness, brand image, perceived brand quality, brand loyalty on repurchase intentions. This research uses primary data. Data was collected using a questionnaire that had been tested and distributed online to 220 respondents who bought and used local men's clothing brands. The sample was determined using a purposive sampling technique. Data processing was carried out with SPSS 22 software. Data analysis includes: validity and reliability tests. The data analysis method for this research uses SEM with AMOS software. The research results show that there is a positive influence between brand image, perceived brand quality, and brand loyalty on repurchase intention. Meanwhile, brand awareness has no effect on repurchase intention.. Future research can add customer satisfaction variables.