TARMUJI, MUHAMAD (2023) PENGARUH CITRA MEREK, KUALITAS PELAYANAN DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG LOGAM MULIA GALERI 24 DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (GALERI 24 REGIONAL JAWA TENGAH). S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
This study aims to determine and explain the effect of brand image, service quality and price perceptions on repurchase intention with customer satisfaction as an intervening variable. This research is a quantitative with 160 buyer of Gallery 24 in Central Java as a sample. Source of data from primary and secondary data. The data analysis method uses SEM-PLS with SmartPLS version 3.2.0 software. (1) The results of the study show that brand image, service quality and price perceptions have a significant positive effect on customer satisfaction. (2) Customer satisfaction and price perceptions have a direct positive and significant impact on repurchase intention. (3) Brand image and service quality have no direct effect on repurchase intention (4) Customer satisfaction has a positive and significant effect in mediating brand image, service quality and price perceptions on repurchase intention. Keywords: Brand Image, Service Quality, Price Perceptions. Customer Satisfaction, Repurchase Intention Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh citra merek, kualitas pelayanan dan persepsi harga terhadap minat beli ulang dengan kepuasan pelanggan sebagai variable intervening. Penelitian ini merupakan penelitian kuantitatif dengan 160 orang pembeli Galeri 24 di Jawa Tengah sebagai sampel. Sumber data dari data primer dan sekunder. Metode analisis data menggunakan SEM-PLS dengan software SmartPLS versi 3.2.0. (1) Hasil penelitian menunjukkan bahwa citra merek, kualitas pelayanan dan persepsi harga memberikan pengaruh positif signifikan terhadap kepuasan pelanggan. (2) Kepuasan pelanggan dan persepsi harga memberikan pengaruh positif dan signifikan terhadap minat beli ulang secara langsung. (3) Citra merek dan kualitas pelayanan tidak berpengaruh secara langsung terhadap minat beli ulang. (4) Kepuasan pelanggan berpengaruh positif dan signifikan dalam memediasi citra merek, kualitas pelayanan dan persepsi harga terhadap minat beli ulang. Kata Kunci: Citra Merek, Kualitas Pelayanan, Persepsi Harga, Kepuasan Pelanggan, Minat Beli Ulang
| Item Type: | Thesis (S2) |
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| Call Number CD: | CD/551. 23 091 |
| Call Number: | TM/51/23/104 |
| NIM/NIDN Creators: | 55121010010 |
| Uncontrolled Keywords: | Citra Merek, Kualitas Pelayanan, Persepsi Harga, Kepuasan Pelanggan, Minat Beli 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 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: | ADELINA HASNA SETIAWATI |
| Date Deposited: | 27 Oct 2023 07:37 |
| Last Modified: | 27 Oct 2023 07:37 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/82245 |
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