KESADARAN MEREK DAN PERSEPSI KUALITAS DALAM KEPUTUSAN PEMBELIAN KEMBALI PADA PRODUK FURNITURE PT. DAMAR LARAS CIPTA

Katharina.S, Jane Katharina (2009) KESADARAN MEREK DAN PERSEPSI KUALITAS DALAM KEPUTUSAN PEMBELIAN KEMBALI PADA PRODUK FURNITURE PT. DAMAR LARAS CIPTA. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Repurchase Intention is a decisive element to determine the extent to which the consumer can repurchase or want to buy back. Consumers who have used the product would be very easy to give an assessment of the Perceived Quality, because of their experience on the product that has been used. Repurchase Intention will occur when satisfaction is likely to occur in the consumers. Another factor affecting repurchase of course is the level of Brand Awareness. The higher the position of brand awareness of the product in the mind of consumers, the easier for them to remember and will finally want to buy back. The autor of this final work select PT. Damar Laras Cipta as an object of research, because since 1999 the autor has got involved direcly, observed and evaluated the development of the company’s marketing side. The autor feels the growth rate of consumers purchase declined within these five years. The present study was aimed to evaluate and measure Brand Awareness and Perceived Quality were utilized in this study, with consideration, whether the consumers has forgotten the brand they had used, or the consumer has the perception that quality is still. Thus, they are reluctant to even go in their memory about the brand of Damar, which affect the difficult for theme to make purchases again. Brand Awareness covers Brand Recognition and Brand Recall while the Perceived Quality the covers quality-related product, design, corporate reputation, and service. Convenience sampling was employed in this study. The total sample of 102 was obtained. Both descriptive and statistical analysis were employed in this study. For statistical analysis, multiple linear regression analysis was employed. Using statistical test and analysis, it was found that Brand Awareness and Perceived Quality have positive impact in Repurchase Intention. In particular it was found that Both of the variable had the same significant. However it was also found that apart from Brand Awareness and Perceived Quality, there are other factors that also affect Repurchase Intention. For these reasons, it is deemed important to do further study.

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