MODEL KEPERCAYAAN MEREK : ANALISA PERILAKU KONSUMSEN SECARA ONLINE, KEPUASAN KONSUMEN TERHADAP MINAT BELI ULANG (Studi Kasus Supermarket Hypermart di Kota Tangerang)

FUZZY, HENDRA MARTHA (2019) MODEL KEPERCAYAAN MEREK : ANALISA PERILAKU KONSUMSEN SECARA ONLINE, KEPUASAN KONSUMEN TERHADAP MINAT BELI ULANG (Studi Kasus Supermarket Hypermart di Kota Tangerang). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to test and analyze consumer behavior online, customer satisfaction with repurchase intention by moderating brand trust. The object is a physical store that also has an online store. Offline and online is a method choice for both buyers and sellers in making transactions. The choice of transactions is generally influenced by the behavior of individuals or consumers. The existence of a physical store is expected to attract purchase intention in the online store owned by the physical store. Consumer satisfaction and brand trust are the main capital and advantages possessed by physical stores to sell and compete in the online world. This study used multivariate analysis with SEM tools. Methods of data collection with nonprobability sampling. The population studied by individuals who have shopped at a physical store and shop online. The results of this study found the important role of brand trust to moderate consumer behavior online and significantly customer satisfaction with consumer repurchase intention. Keywords: consumer behavior, satisfaction, brand trust, repurchase intention Penelitian ini bertujuan untuk menguji dan menganalisa perilaku konsumen secara online, kepuasan konsumen terhadap minat beli ulang dengan dimoderasi kepercayaan merek. Objeknya yaitu toko fisik yang juga memiliki toko online. Offline dan online merupakan pilihan metode baik pembeli maupun penjual dalam bertransaksi. Pilihan bertransaksi umumnya dipengaruhi oleh perilaku individu ataupun konsumen tersebut. Keberadaan toko fisik diharapkan mampu menarik minat beli pada toko online yang dimliki toko fisik tersebut. Kepuasaan konsumen dan kepercayaan merek merupakan modal utama serta keunggulan yang dimiliki oleh toko fisik untuk berjualan sekaligus berkompetisi di dunia online. Penelitian ini menggunakan analisis multivariate dengan alat bantu SEM. Metode pengumpulan data dengan nonprobability sampling. Populasi yang diteliti individu yang pernah berbelanja di toko fisik serta belanja secara online. Hasil penelitian ini menemukan peran penting kepercayaan merek memoderasi perilaku konsumen secara online dan kepuasan konsumen secara signifikan terhadap minat beli ulang konsumen. Kata kunci : perilaku konsumen, kepuasan, kepercayaan merek, minat beli ulang

Item Type: Thesis (S2)
Call Number CD: CD/551. 19 149
Call Number: TM/51/19/154
NIM: 55117110215
Uncontrolled Keywords: perilaku konsumen, kepuasan, kepercayaan merek, minat beli ulang
Subjects: 200 Religion/Agama > 290 Other Religions/Agama Selain Kristen > 297 Agama Islam/Islam > 297.4 Islamic law/Hukum Islam > 297.43 Muamalat/Muamalat > 297.431 Buy Sell/Jual Beli
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait
300 Social Science/Ilmu-ilmu Sosial > 330 Economics/Ilmu Ekonomi > 339 Macroeconomics and Related Topics/Makroekonomi, Ekonomi Makro dan Topik Terkait > 339.3 National Product/Produk Nasional
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi)
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 23 Sep 2019 07:57
Last Modified: 16 Jan 2020 02:41
URI: http://repository.mercubuana.ac.id/id/eprint/50846

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