The Effect Of Electronic Word Of Mouth (Ewom), Price And Brand Image On Re-Purchase Intention (A Case Study Of Citilink Indonesia Consumer In Malang)

Putra, Jodi Windrawan (2019) The Effect Of Electronic Word Of Mouth (Ewom), Price And Brand Image On Re-Purchase Intention (A Case Study Of Citilink Indonesia Consumer In Malang). Sarjana thesis, Universitas Brawijaya.

Abstract

Dewasa ini, maskapai dengan fokus low-cost carrier lebih populer karena masyarakat menengah kebawah bisa mendapat kesempatan juga untuk bepergian menggunakan pesawat dengan harga yang terjangkau seperti Citilink Indonesia. Tujuan dari penelitian ini adalah untuk menjelaskan faktor yang mempengaruhi minat pembelian ulang konsumen Citilink Indonesia. Penelitian ini mengimplementasikan Electronic Word of Mouth (EWOM), citra merek, dan harga sebagai variabel independen yang memperngaruhi variabel dependen yaitu pembelian ulang. Penelitian ini merupakan penelitian explanatory dan menggunakan kuesioner sebagai metode pengumpulan data. Responden berjumlah 180 konsumen yang pernah bepergian menggunakan Citilink Indonesia minimal satu kali. Data penelitian dan hipotesis di analisa menggunakan Structural Equation Modeling (SEM) berdasarkan Partial Least Square (PLS).Hasil penelitian mengindikasian bahwa minat pembelian ulang konsumen Citilin Indonesia secara positif dan signifikan dipengaruhi oleh EWOM dan citra merek. Oleh karena itu, dapat disimpulkan bahwa, semakin positif EWOM yang diberikan oleh pelanggan Citilink Indonesia sebelumnya, semakin tinggi juga minat pembelian ulangnya. Sejalan dengan hal tersebut, semakin baik citra merek Citilink Indonesia di depan konsumen dan pelanggannya, semakin tinggi pula minat pembelian ulang terhadap Citilink Indonesia.

English Abstract

Nowadays, the low-cost carrier becomes more popular because the middle-lower segment of society shows more promising choice to travel by planes with an affordable price, for example Citilink Indonesia. The purpose of this research is to explain the factors which influence the Citilink customer’s repurchase intention. This research implements Electronic Word of Mouth (EWOM), brand image, and price as the independent variables that influence customer’s repurchase intention. This research applies explanatory research, and the data are collected by employing a survey method (questionnaires). The respondents comprised 180 customers who had purchased Citilink Indonesia minimum in one purchased. The research data and hypothesis are analyzed by using Structural Equation Modeling (SEM) based on Partial Least Square (PLS). The research findings mainly indicated that EWOM and brand image significantly and positively influence Citilink customer's repurchase intention. In conclusion, the more positive the EWOM from the Citilink Indonesia’s previous customer, the higher the repurchase intention. In line with it, the more positive (good) brand image of Citilink Indonesia, the higher the repurchase intention of the customers.

Other obstract

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Item Type: Thesis (Sarjana)
Identification Number: SKR/FEB/2019/40/051903477
Uncontrolled Keywords: Electronic Word of Mouth (EWOM), citra merek, harga, minat pembelian ulang, Electronic Word of Mouth (EWOM), Price, Band Image, 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: Nur Cholis
Date Deposited: 27 Jul 2020 07:33
Last Modified: 21 Oct 2021 04:21
URI: http://repository.ub.ac.id/id/eprint/170191
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