PENGARUH BRAND AWARENESS DAN BRAND ASSOCATION TERHADAP REPURCHASE INTENTION PRODUK INDOSAT OOREDOO DIMEDIASI BRAND LOYALTY (Studi Kasus : Konsumen indosat ooredoo)

PRANATA, ZEKI (2021) PENGARUH BRAND AWARENESS DAN BRAND ASSOCATION TERHADAP REPURCHASE INTENTION PRODUK INDOSAT OOREDOO DIMEDIASI BRAND LOYALTY (Studi Kasus : Konsumen indosat ooredoo). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This research aims to analyze the influence of brand awareness, brand association on repurchase intention mediated brand loyalty. The object of this study was indosat ooredoo consumers, and the specified number of sampel was 120 respondents using a calculation method based on the heir formula multiplied by 5. Purposive sampling sample withdrawal method, date collection method using questionnaire, and data analysis using Partial Least Square (PLS). The results of the study are known that brand awarness affects repurchase intention, brand assocation affects repurchase intention, brand awareness affects brand loyalty, brand assocation affects brand loyalty, and brand loyalty affects repurchase intention. Keywords: Brand loyalty,Brand, awarness, Repurchase intention, brand association. Penelitian ini bertujuan menganalisis pengaruh brand awareness, brand association terhadap repurchase intention dimediasi brand loyalty. Objek penelitian ini adalah konsumen indosat ooredoo, dan jumlah sempel yang ditentukan adalah 120 responden dengan menggunakan metode perhitungan berdasarkan rumus heir yang dikalikan 5. Metode penarikan sampel purposive sampling, metode pengumpulan data menggunakan kusioner, dan analisis data menggunakan Partial Least Square (PLS). Hasil penelitian diketahui bahwa brand awarness berpengaruh terhadap repurchase intention, brand assocation berpengaruh terhadap repurchase intention, brand awareness berpengaruh terhadap brand loyalty, brand assocation berpengaruh terhadap brand loyalty, dan brand loyalty berpengaruh terhadap repurchase intention. Kata kunci: Brand loyalty, Brand awarness, Repurchase intention, brand association.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55118120135
Uncontrolled Keywords:	Brand loyalty, Brand awarness, Repurchase intention, brand association.
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 > 658.5 Management of Production/Manajemen Produksi 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.6 Quality Management/Manajemen Kualitas 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.7 Management of Supplies/Manajemen Persediaan 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions:	Pascasarjana > Magister Manajemen
Depositing User:	Dede Muksin Lubis
Date Deposited:	21 Feb 2022 04:20
Last Modified:	21 Feb 2022 04:22
URI:	http://repository.mercubuana.ac.id/id/eprint/56324

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