MENGUJI PERAN MEDIASI BRAND TRUST TERHADAP REPURCHASE INTENTION PADA PELANGGAN KOPI KENANGAN DI DKI JAKARTA

CINDY BUN, . (2024) MENGUJI PERAN MEDIASI BRAND TRUST TERHADAP REPURCHASE INTENTION PADA PELANGGAN KOPI KENANGAN DI DKI JAKARTA. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji peran medasi brand trust terhadap repurchase intention pada pelanggan Kopi Kenangan. Adapun empat variabel yang digunakan pada penelitian ini yaitu,repurchase intention, brand trust, brand image, dan brand awareness. Penelitian ini dilakukan di DKI Jakarta dengan menggunakan metode penelitian kuantitatif dan skala likert sebagai pengukuran jawaban responden, dengan sampel yang digunakan adalah pengunjung Kopi Kenangan berdomisili di DKI Jakarta, telah melakukan pembelian minimal tiga kali dan rentang usia minimal 17 tahun. Pada penelitian ini, teknik pengambilan sampel adalah non-probability sampling dengan metode quota sampling sebanyak 361 responden yang diperoleh. Teknik analisis penelitian menggunakan SPSS (Statistical Program for Social Science) dan SEM (Structural Equation Model). Hasil penelitian yaitu brand image, brand trust, dan brand awareness secara langsung berpengaruh signifikan terhadap repurchase intention. Brand awareness dan brand image secara langsung berpengaruh signifikan terhadap repurchase intention kemudian variabel intervening yaitu brand trust berhasil memediasi secara parsial variabel brand image dan brand awareness terhadap repurchase intention. ***** This study aims to examine the mediating role of brand trust on repurchase intention in Kopi Kenangan customers. The four variables used in this study are repurchase intention, brand trust, brand image, and brand awareness. This research was conducted in DKI Jakarta using quantitative research methods and a Likert scale as a measurement of respondents' answers, with the sample used being visitors to Kopi Kenangan who live in DKI Jakarta, have made purchases at least three times and have an age range of at least 17 years. In this study, the sampling technique was non-probability sampling with a quota sampling method of 361 respondents obtained. The research analysis technique used SPSS (Statistical Program for Social Science) and SEM (Structural Equation Model). The results of the study are brand image, brand trust, and brand awareness directly have a significant effect on repurchase intention. Brand awareness and brand image directly have a significant effect on repurchase intention, then the intervening variable, namely brand trust, succeeds in partially mediating the brand image and brand awareness variables on repurchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, SE, M.Si., Ph.D ; 2). Muhammad Fawaiq, M.Ec, Dev
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Users 22103 not found.
Date Deposited:	19 Feb 2024 01:45
Last Modified:	19 Feb 2024 01:45
URI:	http://repository.unj.ac.id/id/eprint/44944

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