PENGARUH KESADARAN MEREK, CITRA MEREK DAN KEPERCAYAAN TERHADAP MINAT BELI ULANG KONSUMEN (Studi pada PT Astra International Isuzu Cabang Warung Buncit Jakarta Selatan)

AMBARWATI, APRILIA NINGRUM (2022) PENGARUH KESADARAN MEREK, CITRA MEREK DAN KEPERCAYAAN TERHADAP MINAT BELI ULANG KONSUMEN (Studi pada PT Astra International Isuzu Cabang Warung Buncit Jakarta Selatan). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study is to analyze the effect of brand awareness, brand image and trust on consumer repurchase intention of PT Astra International Isuzu Warung Buncit Branch. The object of this research is Isuzu truck customers who have bought at least 2 times. Determining the sample size using the hair et al., 2017 formula so that the sample used is 150 people. The research method used is quantitative research and the data analysis method used is the PLS (Partial Least Square) technique through SmartPLS 3.2.9 software, using the survey method, with the research instrument being a questionnaire. This study proves that brand awareness has a negative effect with a value of -0.147 and is not significant on consumers' repurchase intention with a T-statistic value of 1.283. Brand image has a positive and significant effect on consumer repurchase interest and trust has a positive and significant effect on consumer repurchase interest Keywords: Brand Awareness, Brand Image, Trust, Repurchase Interest Penelitian ini untuk menganalisis pengaruh kesadaran merek, citra merek dan kepercayaan terhadap minat beli ulang konsumen PT Astra International Isuzu Cabang Warung Buncit. Objek penelitian ini adalah pelanggan isuzu truck yang sudah membeli minimal 2 kali. Penentuan ukuran sampel menggunakan rumus hair et al., sehingga sampel yang digunakan 150 orang. Metode yang penelitian yang digunakan adalah penelitian kuantitatif dan metode analisis data yang digunakan adalah teknik PLS (Partial Least Square) melalui software SmartPLS 3.2.9, mengunakan metode survey, dengan instrument penelitian adalah kuisioner. Penelitian ini membuktikan bahwa kesadaran merek berpengaruh negatif dengan nilai -0,147 dan tidak signifikan terhadap minat beli ulang konsumen dengan nilai T-statistic 1,283. Citra merek berpengaruh positif dan signifikan terhadap minat beli ulang konsumen dan Kepercayaan berpengaruh positif dan signifikan terhadap minat beli ulang konsumen Kata Kunci : Kesadaran Merek, Citra Merek, Kepercayaan, Minat Beli Ulang

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 22 040
NIM/NIDN Creators: 43118010335
Uncontrolled Keywords: Kesadaran Merek, Citra Merek, Kepercayaan, Minat Beli Ulang
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 650.1-650.9 Standard Subdivisions of Management, Public Relations, Business and Auxiliary Service/Subdivisi Standar Dari Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 651 Office Services/Layanan Kantor
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: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 14 Jul 2022 07:56
Last Modified: 14 Jul 2022 07:56
URI: http://repository.mercubuana.ac.id/id/eprint/65206

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