PENGARUH PERCEIVED QUALITY, CONFIDENCE DAN CORPORATE IMAGE TERHADAP REPURCHASE INTENTION

PUTRI, WIDYA AMALIA (2018) PENGARUH PERCEIVED QUALITY, CONFIDENCE DAN CORPORATE IMAGE TERHADAP REPURCHASE INTENTION. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research performed to find out the relationship between variables affecting the repurchase intention in tourism sector which currently keep on increasing. This research conducted at one of the travel agencies in Jakarta. Since the tourism has increased and develop many small and medium-sized enterprises makes the travel agencies are faced with a significant challenge. Supported by the technology which help the competitors appear in a concept of an easy way to do travel by using the online travel agencies has made the challenge higher. This research used a primary data by distributing the questionnaire survey and through purposive sampling has chosen the representative customers from each company who have purchased two times in the last two years to become an object of this research. Data were analysed by Structural Positive and Equation Model (SEM) using Partial Least Square (smartPLS 3.0) in order to test all the relationship between variables in the model. The opinions expressed are based on the research that corporate image is positive and significant predictor of repurchase intention also confidence and corporate image are positive and significant predictors of repurchase intention. However, the perceived quality is positive and not significant of repurchase intention. The results established that repurchase intention are important, as they can be used to identify those confidence and corporate image to be the most important in explaining customers preferences. Keywords : repurchase intention, perceived quality, confidence, corporate image Penelitian ini dilakukan untuk mengetahui pengaruh hubungan antara variabel yang mempengaruhi repurchase intention di sektor pariwisata yang saat ini terus meningkat. Penelitian ini dilakukan di salah satu agen perjalanan wisata di Jakarta. Sejak meningkatnya sektor pariwisata dan berkembangnya banyak usaha kecil dan menengah membuat agen perjalanan wisata menghadapi tantangan yang signifikan. Dengan adanya dukungan teknologi membuat munculnya agen pesaing perjalanan wisata baru berbasis teknologi yang membuat tantangan semakin tinggi. Data primer penelitian ini diambil melalui penyebaran kuesioner kepada perwakilan dari masing-masing perusahaan yang telah melakukan pembelian produk minimal dua kali dalam dua tahun terakhir untuk menjadi objek dalam penelitian. Data dianalisis dengan meggunakan aplikasi Structural Positive and Equation Model (SEM) Partial Least Square (smartPLS 3.0) untuk menguji semua hubungan antara variabel corporate image, confidence dan repurchase intention terhadap repurchase intention dalam model. Penelitian ini menganggap bahwa corporate image dan confidence memiliki hubungan yang positif dan signifikan terhadap repurchase intention dan corporate image memiliki hubungan positif dan signifikan terhadap perceived quality. Namun, perceived quality memiliki hubungan positif dan tidak signifikan terhadap repurchase intention. Hasilnya menetapkan bahwa confidence dan corporate image yang menjadi alasan paling penting pelanggan dalam menetapkan repurchase intention. Kata Kunci : repurchase intention, perceived quality, confidence, corporate image

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