Ananda, Regina Yusi (2018) Pengaruh Brand Awareness Terhadap Repurchase Intention Yang Dimediasi Oleh Brand Loyalty (Studi Pada Konsumen Queen Apple Di Kota Batu). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness dan brand loyalty terhadap repurchase intention pada konsumen Queen Apple di Kota Batu, baik pengaruh secara langsung maupun tidak langsung. Jenis penelitian ini adalah explanatory research yang menjelaskan hubungan kausan antara variabelvariabel melalui pengujian hipotesis. Sampel yang digunakan sebanyak 140 responden yang diambil dari populasi konsumen Queen Apple. Pengambilan sampel menggunakan teknik purposive sampling dengan karakteristik sampel yang dipilih yaitu minimal berusia 17 tahun, dan minimal pernah melakukan pembelian paling tidak sebanyak 1 kali. Alat uji yang digunakan untuk menguji instrumen penelitian berupa uji validitas, uji reliabilitas, dan uji asumsi klasik. Teknik analisis data menggunakan analisis jalur (path analysis) dan uji hipotesis dilakukan menggunakan uji t dengan menggunakan program SPSS 23. Hasil penelitian menunjukkan bahwa brand awareness berpengaruh siginifikan terhadap brand loyalty. Brand loyalty berpengaruh siginifikan terhadap repurchase intention. Disisi lain, brand awareness berpengaruh siginifikan terhadap repurchase intention. Brand awareness berpengaruh tidak langsung secara signifikan terhadap repurchase intention melalui brand loyalty.
English Abstract
The study aims at identifying the direct and indirect effect of brand awareness and brand loyalty towards repurchase intention of customer Queen Apple in Kota Batu. The research type was explanatory research which explain about causal relation between variables from the research hypothesis. This study uses 140 respondents of Queen Apple consumers, selected using purposive sampling technique with the criteria of reaching 17 years of age at the minimum and having made at least one purchase in Queen Apple Kota Batu. The research instrument was assessed using validity, reliability, and classical assumption test. The hypothesis was evaluated using t-test in SPSS 23, and the data are carefully examined using path analysis. The results showed that brand awareness gives a significant effect on brand loyalty. Brand loyalty gives a significant effect on repurchase intention. Otherwise, brand awareness gives a significant effect on repurchase intention. Brand awareness had indirect influence towards repurchase intention through brand loyalty significantly.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FE/2018/123/051803581 |
| Uncontrolled Keywords: | Brand Awareness, Brand Loyalty, Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion > 658.827 Use of brands and trademarks |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Yusuf Dwi N. |
| Date Deposited: | 21 May 2018 03:33 |
| Last Modified: | 06 Oct 2023 04:42 |
| URI: | http://repository.ub.ac.id/id/eprint/10743 |
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