PENGARUH BRAND IMAGE DAN E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI TENTANG PRODUK SEPATU MEREK VENTELA)

DYAN AMETA PURNAMASARI, . (2025) PENGARUH BRAND IMAGE DAN E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION DAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI TENTANG PRODUK SEPATU MEREK VENTELA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan e-service quality terhadap repurchase intention melalui customer satisfaction sebagai variabel mediasi pada konsumen sepatu Ventela di wilayah Jakarta. Penelitian ini menggunakan pendekatan kuantitatif dan data dikumpukan dengan metode survei melalui penyebaran kuesioner terstruktur yang menggunakan skala likert enam poin. Penelitian ini melibatkan 254 responden yang telah memenuhi kriteria yang telah ditetapkan. Analisis data dilakukan dengan menggunakan metode Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SmartPLS 4. Hasil penelitian menunjukkan bahwa brand image dan e-service quality memiliki pengaruh positif yang signifikan terhadap customer satisfaction dan repurchase intention produk sepatu merek Ventela. Selain itu, customer satisfaction mampu memediasi pengaruh dari brand image dan e-service quality terhadap repurchase intention produk sepatu merek Ventela. Kata Kunci: Citra Merek, Kualitas Pelayanan Elektronik, Kepuasan Pelanggan, Minat Beli Ulang ***** This study aims to analyze the influence of brand image and e-service quality on repurchase intention, with customer satisfaction as a mediating variable among Ventela shoe consumers in the Jakarta area. The study employs a quantitative design and data were collected via a structured questionnaire using a six-point likerts scale. The study involved 254 respondents meeting the inclusion criteria. Data were analyzed using Structural Equation Modeling (SEM) in SmartPLS 4. The results indicate that both brand image and e-service quality have a significant positive impact on customer satisfaction and repurchase intention for Ventela shoes. Furthermore, customer satisfaction mediates the influence of brand image and e-service quality on repurchase intention. Keywords: Brand Image, E-Service Quality, Customer Satisfaction, Repurchase Intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Osly Usman, SE., M.Bus ; 2). Prof. Agung Dharmawan Buchdadi, MM., Ph.D
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	DYAN AMETA PURNAMASARI .
Date Deposited:	14 Aug 2025 08:03
Last Modified:	14 Aug 2025 08:03
URI:	http://repository.unj.ac.id/id/eprint/60967

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