Pengaruh Ekuitas Merek, Kepuasan Pelanggan, dan Resonansi Merek Terhadap Minat Pembelian Ulang Sepatu Keselamatan Kerja Merek Kings

MUGIASIH, IRINE (2014) Pengaruh Ekuitas Merek, Kepuasan Pelanggan, dan Resonansi Merek Terhadap Minat Pembelian Ulang Sepatu Keselamatan Kerja Merek Kings. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

This study aims to examine and analyze the effect of brand equity, customer satisfaction, and brand resonance on repurchase intention of King’s safety shoes. Research data is the data for year 2013 (January 2013 until December 2013). The sampling method used was purposive sampling. Sample used in this research is 170 respondents in which the company that become customer of King’s safety shoes. The method of analysis in this study is multiple linear regression. The result showed that brand equity, customer satisfaction, and brand resonance simultaneously are having significant influence to repurchase intention of King’s safety shoes. Partially brand equity has negative significant effect on repurchase intention of King’s safety shoes, while customer satisfaction has positive significant effect on repurchase intention of King’s safety shoes, and brand resonance has positive significant effect on repurchase intention of King’s safety shoes. Brand resonance is the biggest significant variable in influencing repurchase intention of King’s safety shoes. Keywords: brand equity, customer satisfaction, brand resonance, repurchase intention Penelitian ini bertujuan untuk menguji dan menganalisa pengaruh ekuitas merek, kepuasan pelanggan, dan resonansi merek terhadap minat pembelian ulang sepatu keselamatan kerja merek King’s. Data penelitian merupakan data tahun 2013 (Januari 2013 sampai dengan Desember 2013).Metode sampling yang digunakan adalah purposive sampling. Sampel yang digunakan dalam penelitian ini adalah 170 responden yang merupakan perusahaan yang menjadi pelanggan sepatu keselamatan kerja merek King’s. Metode analisis yang digunakan dalam penelitian ini adalah regresi linier berganda. Hasil penelitian menunjukkan bahwa ekuitas merek, kepuasan pelanggan, dan resonansi merek secara bersama-sama (simultan) berpengaruh secara signifikan terhadap minat pembelian ulang sepatu keselamatan kerja merek king’s. Secara parsial ekuitas merek berpengaruh signifikan negative terhadap minat pembelian ulang sepatu keselamatan kerja merek King’s, sedangkan kepuasan pelanggan berpengaruh signifikan positif terhadap minat pembelian ulang sepatu keselamatan kerja merek King’s, dan resonansi merek berpengaruh signifikan positif terhadap minat pembelian ulang sepatu keselamatan kerja merek King’s. Kata kunci: ekuitas merek, kepuasan pelanggan, resonansi merek, minat pembelian ulang

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