PENGARUH BRAND AWARENESS, BRAND TRUST DAN BRAND LOYALTY TERHADAP REPURCHASE INTENTION SMARTPHONE IPHONE (Studi Kasus Pada Mahasiswa S1 FEB Mercu Buana Jakarta dan Karyawan PT Go-Jek Indonesia )

APRILIANTO, EKO (2021) PENGARUH BRAND AWARENESS, BRAND TRUST DAN BRAND LOYALTY TERHADAP REPURCHASE INTENTION SMARTPHONE IPHONE (Studi Kasus Pada Mahasiswa S1 FEB Mercu Buana Jakarta dan Karyawan PT Go-Jek Indonesia ). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The impact of the trade war between the United States and China has triggered a number of industrial sectors affected, ranging from manufacturing, technology, services to retail. One of the most felt is the Chinese telecommunications producer sector namely Huawei in the second quarter of 2018 has shifted the number of shipments and world market share from Apple. This study aims to determine the effect of brand awareness, brand trust and brand loyalty on repurchase intention on Apple iPhone users. The number of research samples used were 85 Apple iPhone users using purposive sampling method. Data collection methods using survey methods, with the research instrument is a questionnaire. The data analysis method uses Partial Least Square version 3.0. This study proves that the brand awareness variable significantly influences repurchase intention, brand trust has a significant effect on repurchase intention and brand loyalty has a significant effect on repurchase intention. This shows that the role of brand awareness, brand trust and brand loyalty has a positive and significant effect on the repurchase intention variable. The implications of the results of this study are to increase and maintain brand loyalty to increase the repurchase intention of Apple iPhone smartphones. Keywords: Brand Awareness, Brand Trust and Brand Loyalty, Repurchase Intention Dampak perang dagang antara Amerika Serikat dan China menjadi pemicu sejumlah sektor industry terkena imbasnya, mulai dari manufaktur, teknologi, jasa hingga ritel. Salah satu yang paling terasa adalah sector produsen telekomunikasi China yaitu Huawei pada triwulan II 2018 telah menggeser jumlah pengiriman dan pangsa pasar dunia dari Apple. Penelitian ini bertujuan untuk mengetahui pengaruh brand awareness, brand trust dan brand loyalty terhadap repurchase intention pada pengguna Apple iPhone. Jumlah sampel penelitian yang dipergunakan adalah sebanyak 85 pengguna Apple iPhone menggunakan metode purposive sampling. Metode pengumpulan data menggunakan metode survey, dengan instrumen penelitian adalah kuesioner. Metode analisis data menggunakan Partial Least Square versi 3.0. Penelitian ini membuktikan bahwa variabel brand awareness berpengaruh secara signifikan terhadap repurchase intention, brand trust berpengaruh signifikan terhadap repurchase intention dan brand loyalty berpengaruh signifikan terhadap repurchase intention. Hal ini menunjukkan bahwa peran brand awareness, brand trust dan brand loyalty berpengaruh positif dan signifikan terhadap variabel repurchase intention. Implikasi hasil penelitian ini untuk meningkatkan dan mempertahankan loyalitas merek peningkatan repurchase intention smartphone Apple iPhone. Kata kunci: Brand Awareness, Brand Trust, Brand Loyalty, Repurchase Intention

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