ANALISIS PENGARUH PERSEPSI MEREK, KESADARAN MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP NIAT PEMBELIAN ULANG (Studi Kasus pada Alowalo Indonesia melalui E-Commerce Shopee)

CHRISTIAN, ANDY SURYA SINAR (2023) ANALISIS PENGARUH PERSEPSI MEREK, KESADARAN MEREK, KUALITAS PRODUK DAN PERSEPSI HARGA TERHADAP NIAT PEMBELIAN ULANG (Studi Kasus pada Alowalo Indonesia melalui E-Commerce Shopee). S2 thesis, Universitas Mercu Buana - Menteng.

	Text (Cover) 01.Cover - andy christian.pdf Download (293kB)
	Text (Abstrak) 02.Abstrak - andy christian.pdf Download (58kB)
	Text (Bab 1) 03.Bab 1 - andy christian.pdf Restricted to Registered users only Download (88kB)
	Text (Bab 2) 04.Bab 2 - andy christian.pdf Restricted to Registered users only Download (130kB)
	Text (Bab 3) 05.Bab 3 - andy christian.pdf Restricted to Registered users only Download (67kB)
	Text (Bab 4) 06.Bab 4 - andy christian.pdf Restricted to Registered users only Download (293kB)
	Text (Bab 5) 07.Bab 5 - andy christian.pdf Restricted to Registered users only Download (35kB)
	Text (Daftar Pustaka) 08.DAftar Pustaka - andy christian.pdf Restricted to Registered users only Download (53kB)
	Text (Lampiran) 09.Lampiran - andy christian.pdf Restricted to Registered users only Download (1MB)
	Text (Pernyataan Keabsahan dan Persetujuan Publikasi Tugas Akhir) 10.Pernyataan Keabsahaan - andy christian.pdf Restricted to Repository staff only Download (145kB)

Abstract

Penelitian ini untuk mengetahui pengaruh persepsi merek, kesadaran merek, kualitas produk dan persepsi harga terhadap niat pembelian ulang produk pada brand Alowalo. Subjek penelitian ini adalah pelanggan produk brand Alowalo yang membeli melalui e-commerce Shopee yang berdomisili di wilayah DKI Jakarta. Penelitian ini dilakukan terhadap 175 responden pelanggan produk pada brand Alowalo. Penentuan ukuran sampel menggunakan teknik purposive sampling. Pendekatan yang digunakan dalam penelitian ini adalah Structural Equation Model (SEM) dengan alat analisis Smart-PLS. Hasil penelitian ini menyatakan bahwa persepsi merek berpengaruh positif dan signifikan terhadap niat pembelian ulang, kesadaran merek berpengaruh positif signifikan terhadap niat pembelian ulang, kualitas produk berpengaruh positif dan signifikan terhadap niat pembelian ulang, persepsi harga berpengaruh positif signifikan terhadap niat pembelian ulang pada pelanggan produk brand Alowalo di e-commerce Shopee. This research was to determine the effect of brand perception, brand awareness, product quality and price perception on repurchase intention brand product Alowalo. The subjects of this study are customers of Alowalo brand products who buy through e-commerce Shopee who are live in the DKI Jakarta area. This research was conducted on 175 respondents product customers on the Alowalo brand. Determination of sample size using a purposive sampling. The approach used in this study is the Structural Equation Model (SEM) with a Smart- PLS analysis tool. The results of this research show that the brand perception have a positive and significant effect on repurchase intention, brand awareness has a positive and significant effect on repurchase intention, product quality has a positive significant effect on repurchase intention, price perception have a positive significant effect on repurchase intention of all customers of Alowalo brand products in Shopee e-commerce.

Item Type:	Thesis (S2)
NIM/NIDN Creators:	55120110083
Uncontrolled Keywords:	Brand Perception, Brand Awareness, Product Quality, Price Perception, Repurchase Intention Persepsi Merek, Kesadaran Merek, Kualitas Produk, Persepsi Harga, Niat Pembelian Ulangan produk brand Alowalo di e-comm Persepsi Merek, Kesadaran Merek, Kualitas Produk, Persepsi Harga, Niat Pembelian Ulang
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:	PANCA LEGA SILABAN
Date Deposited:	07 Sep 2023 04:10
Last Modified:	07 Sep 2023 04:10
URI:	http://repository.mercubuana.ac.id/id/eprint/80456

Actions (login required)

View Item