Marpaung, Putri Nauli and Moh. Erfan Arif,, S.E., M.M. (2023) Pengaruh Relationship Marketing Dan Customer Perceived Value Terhadap Repurchase Intention Dimediasi Oleh Customer Loyalty (Studi Pada Pengguna Produk Emina Kosmetik). Sarjana thesis, Universitas Brawijaya.
Abstract
The objective of this study is to identify and explain the effect of relationship marketing on repurchase intention, the effect of perceived value on repurchase intention, the effect of relationship marketing on customer loyalty, the effect of perceived value on customer loyalty, the effect of customer loyalty on repurchase intention, the influence of relationship marketing on repurchase intention through customer loyalty, and the influence of perceived value on repurchase intention through customer loyalty. Using purposive sampling technique, 190 people with the minimum age of sixteen years who had bought the products of Emina more than once were selected as the respondents. The data of this explanatory research was acquired from Likert-scaled questionnaires and processed using path analysis in SPSS ver. 25. This study finds that relationship marketing does not significantly affect repurchase intention, perceived value significantly affects repurchase intention, relationship marketing significantly affects customer loyalty, perceived value significantly affects customer loyalty, customer loyalty significantly affects repurchase intention, customer loyalty mediates the effect of relationship marketing on repurchase intention, and that customer loyalty mediates the effect of perceived value on repurchase intention.
English Abstract
The objective of this study is to identify and explain the effect of relationship marketing on repurchase intention, the effect of perceived value on repurchase intention, the effect of relationship marketing on customer loyalty, the effect of perceived value on customer loyalty, the effect of customer loyalty on repurchase intention, the influence of relationship marketing on repurchase intention through customer loyalty, and the influence of perceived value on repurchase intention through customer loyalty. Using purposive sampling technique, 190 people with the minimum age of sixteen years who had bought the products of Emina more than once were selected as the respondents. The data of this explanatory research was acquired from Likert-scaled questionnaires and processed using path analysis in SPSS ver. 25. This study finds that relationship marketing does not significantly affect repurchase intention, perceived value significantly affects repurchase intention, relationship marketing significantly affects customer loyalty, perceived value significantly affects customer loyalty, customer loyalty significantly affects repurchase intention, customer loyalty mediates the effect of relationship marketing on repurchase intention, and that customer loyalty mediates the effect of perceived value on repurchase intention.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | :0523020470 |
| Uncontrolled Keywords: | Relationship Marketing, Perceived Value, Customer loyalty, Repurchase Intention, Pemasaran |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with username nova |
| Date Deposited: | 28 Dec 2023 03:01 |
| Last Modified: | 28 Dec 2023 03:01 |
| URI: | http://repository.ub.ac.id/id/eprint/205812 |
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