BRAND PREFERENCE DAN REPURCHASE INTENTION: KASUS PADA RITEL GLOBAL DI JAKARTA

Vanisa, Hervina (2018) BRAND PREFERENCE DAN REPURCHASE INTENTION: KASUS PADA RITEL GLOBAL DI JAKARTA. S1 thesis, Universitas Negeri Jakarta.

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Abstract

The purpose of this research are: 1) To analyze the influence of brand experience on brand preference of Zara positively and significantly, 2) To analyze the influence of brand image to brand preference of Zara positively and significantly, 3) To analyze the influence of brand personality to brand preferences of Zara positively and significantly, 4) To analyze the influence of brand preference on repurchase intention of Zara positively and significantly. The unit of analysis is Zara's customer who has ever purchased Zara’s product. The technique used in this study is purposive sampling, with the number of samples 250 respondents. 250 respondents have filled out questionnaires made by researchers and collecting it through social media. This study used SPSS version 23.0 to perform validity test with exploratory factor analysis and reliability test. The study also used Structural Equation Modeling (SEM) to test the hypothesis using Amos version 23.0. The results of the hypothesis test shows that: a) the brand experience has an influence on brand preference positively and significantly; b) brand image has a positive and significant impact on brand preference; c) brand personality that has a positive and significant impact on brand preference; and d) brand preference has an influence on repurchase intention positively and significantly. It shows that Zara has been able to create a good brand experience, good brand image, and a good brand personality that can affect customers brand preference and customer’s repurchase intention. Zara must also maintain and continue to improve that aspect

Item Type: Thesis (S1)
Additional Information: Dosen Pembimbing I :Usep Suhud M.S, Ph.D Dosen Pembimbing II:Rahmi, S.E, M.S.M
Uncontrolled Keywords: brand experience, brand image, brand personality, brand preference, repurchase intention
Subjects: Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service)
Teknologi dan Ilmu-Ilmu Terapan (Technology and Applied Science) > Manajemen (Management and Auxiliary Service) > Manajemen Umum (General Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Ahmad Afandi
Date Deposited: 04 Oct 2018 07:56
Last Modified: 04 Oct 2018 07:56
URI: http://repository.fe.unj.ac.id/id/eprint/6306

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