PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA NIAT PEMBELIAN ULANG SMARTPHONE XIAOMI (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA)

VIRGINA, GITA (2019) PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA NIAT PEMBELIAN ULANG SMARTPHONE XIAOMI (STUDI PADA MAHASISWA S1 FAKULTAS EKONOMI UNIVERSITAS NEGERI JAKARTA). S1 thesis, Fakultas Ekonomi.

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Abstract

GITA VIRGINA. The Effect of Brand Image and Brand Trust toward Customer Satisfaction and Its Impact on Repurchase Intention Xiaomi Smartphone (Research on Bachelor Student of Faculty of Economics at State University of Jakarta), Study Program Bachelor of Management, Faculty of Economics, State University of Jakarta. 2019. This study aims to determine the effect of each independent variables (brand image and brand trust) and intervening variable (customer satisfaction) on dependent variable (repurchase intention). Respondents in this study is determined by purposive sampling, they are 200 bachelor students of Faculty of Economics of State University of Jakarta that have used or are currently owning Xiaomi smartphone. Data are collected by survey using Structural Equation Model (SEM) analysis with LISREL 8.8. The results shows that brand trust and customer satisfaction affect repurchase intention. While the brand image does not affect customer satisfaction and repurchase intention. Customer satisfaction plays a role in mediating the relationship between brand trust and repurchase intention, but has no role in mediating the relationship between brand image and repurchase intention. Keywords: Brand Image, Brand Trust, Customer Satisfaction, Repurchase Intention

Item Type: Thesis (S1)
Additional Information: Pembimbing I : Agung Kresnamurti Rivai Prabumenang, ST, MM Pembimbing II: Ika Febrilia, S.E., M.M
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) > Manajemen Kontrol dan Kualitas (Control and Quality Management)
Divisions: Fakultas Ekonomi > S1 Manajemen
Depositing User: Budi Siswanto
Date Deposited: 08 Jul 2019 07:38
Last Modified: 08 Jul 2019 07:38
URI: http://repository.fe.unj.ac.id/id/eprint/7565

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