Lubis, Siti Julaiha (2013) Pengaruh Re Branding dan Reputasi Merek terhadap Intensi Pembelian Kembali(Repurchase Intention). S2 thesis, Universitas Mercu Buana Jakarta-Menteng.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh Rebranding dan reputasi merek terhadap intensi pembelian kembali (repurchase intention) studi kasus PT QNB Kesawan Capem Bekasi. Variabel independenyang diteliti dalam penelitian ini adalah variabel Rebranding dan reputasi merek. Sedangkan intensi pembelian kembali menjadi variabel dependen. Dalam penelitian ini, pengumpulan data dilakukan melalui metode survey. Kuesioner di sebar kepada nasabah yang telah menjadi nasabah tetap PT. QNB Kesawan Capem Bekasi. Sampel yang digunakan menggunakan metode purposive sample. Dari hasil pengolahan data didapatkan variabel Rebranding tidak berpengaruh terhadap variabel Repurchase intention, ,sedangkan variabel reputasi merek berpengaruh terhadap Repurchase intention dan . Rebranding reputasi merek secara bersama-sama berpengaruh terhadap Repurchase intention. Kesimpulan dari penelitian ini, untuk dapat mempengaruhi keputusan pembelian kembali nasabah PT QNB Kesawan Capem Bekasi, perusahaan harus fokus terhadap Rebranding merek untuk mempertahankan keunggulan dari reputasi merek . Kata kunci : rebranding, reputasi merek, repurchase intention The purpose of this study is to analyze the effect of rebranding and brand reputasio influence on the repurchase intention QNB Kesawan case Capem PT Bekasi. The Indenpendent variable were rebranding and brand reputation. While the decision to repurchase is an dependent variable. Primary data were collected by using questioner .Using purposive sampling, total 200 samples were obtained from the customers of PT. QNB Kesawan Capem Bekasi. From the results of the data processing,rebranding has not influencedthe decision to repurchase intention,While the brand reputation quality has influencedthe decision to repurchase intention and both of rebranding and brand reputation has influenced the the decision to repurchase intention .The conclusion of this study, in order to the repurchase of the customers, the companies should focus on rebranding to maintain the superiority of the brand reputation. Keywords:rebranding, reputasi merek, repurchase intention
| Item Type: | Thesis (S2) |
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| Call Number CD: | CDT-551-13-01 |
| NIM/NIDN Creators: | 55110120204 |
| Uncontrolled Keywords: | rebranding, reputasi merek, repurchase intention. MM, MAGISTER MANAJEMEN |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Admin Perpus UMB |
| Date Deposited: | 10 Feb 2014 14:14 |
| Last Modified: | 21 Feb 2023 03:33 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/15156 |
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