PENGARUH CITRA MEREK, PROMOSI, DAN KEPUASAN PELANGGAN TERHADAP MINAT BELI ULANG PADA PENGGUNA GOFOOD DI APLIKASI GOJEK (Studi Pada Pengguna GoFood di Jakarta Barat)

FADILLA, MUTIA DWI (2024) PENGARUH CITRA MEREK, PROMOSI, DAN KEPUASAN PELANGGAN TERHADAP MINAT BELI ULANG PADA PENGGUNA GOFOOD DI APLIKASI GOJEK (Studi Pada Pengguna GoFood di Jakarta Barat). S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the influence of brand image, promotions, and customer satisfaction on the repurchase intention of GoFood services. The population in this research consists of residents in West Jakarta who have used the GoFood service at least twice. The sample size is 150 respondents, selected using the purposive sampling method. Data collection was conducted through a survey using a questionnaire as the research instrument. Data analysis was carried out using the Partial Least Square (PLS) method. The results of this study indicate that brand image has a positive and significant influence on repurchase intention, promotion has a positive and significant influence on repurchase intention, and customer satisfaction has a positive and significant influence on repurchase intention. Keywords: Brand Image, Promotion, Customer Satisfaction, Repurchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, promosi, dan kepuasan pelanggan terhadap minat beli ulang GoFood. Populasi dalam penelitian ini yaitu masyarakat di Jakarta Barat yang telah menggunakan layanan GoFood minimal dua kali pemesanan. Sampel yang digunakan yaitu sebesar 150 responden. Metode penarikan sampel menggunakan purposive sampling. Metode pengumpulan data menggunakan metode survei, dengan instrumen penelitian berupa kuesioner. Metode analisis data menggunakan Partial Least Square (PLS). Hasil penelitian ini menunjukkan bahwa citra merek berpengaruh positif dan signifikan terhadap minat beli ulang, promosi berpengaruh positif dan signifikan terhadap minat beli ulang, dan kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat beli ulang. Kata Kunci: Citra Merek, Promosi, Kepuasan Pelanggan, Minat Beli Ulang

Item Type:	Thesis (S1)
Call Number CD:	FE/MJ. 24 383
NIM/NIDN Creators:	43120010469
Uncontrolled Keywords:	Citra Merek, Promosi, 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 900 Geography and History/Sejarah, Geografi dan Disiplin Ilmu yang Berkaitan > 920 Biography, Obituary/Biografi, Obituari > 929 Genealogy, names, insignia > 929.9 Forms of Identifications/Bentuk-bentuk Identifikasi > 929.95 Service arks and Trademarks/Tanda Layanan dan Merk
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	khalimah
Date Deposited:	02 Oct 2024 06:14
Last Modified:	02 Oct 2024 06:14
URI:	http://repository.mercubuana.ac.id/id/eprint/92057

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