PENGARUH BRAND IMAGE DAN PERCEIVED VALUE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION (STUDI PADA KONSUMEN KOPI KEKINIAN)

MUHAMAD RIFQI RAMADHAN, . (2026) PENGARUH BRAND IMAGE DAN PERCEIVED VALUE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION (STUDI PADA KONSUMEN KOPI KEKINIAN). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan menganalisis pengaruh brand image dan perceived value terhadap repurchase intention melalui customer satisfaction pada konsumen Toko Kopi Tuku. Penelitian ini menggunakan teori Stimulus-Organism-Response (S-O R) sebagai landasan teoritis, dengan brand image dan perceived value sebagai stimulus, customer satisfaction sebagai organism, serta repurchase intention sebagai response. Penelitian menerapkan pendekatan kuantitatif dengan desain kausal dan teknik purposive sampling. Data dikumpulkan melalui kuesioner daring yang disebarkan kepada 285 konsumen Toko Kopi Tuku di Jakarta yang telah melakukan pembelian minimal dua kali dalam tiga bulan terakhir. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan AMOS 29 dan SPSS 26. Hasil penelitian menunjukkan bahwa brand image dan perceived value berpengaruh positif dan signifikan terhadap customer satisfaction. Selanjutnya, customer satisfaction terbukti berpengaruh positif dan signifikan terhadap repurchase intention. Sebaliknya, brand image dan perceived value tidak memiliki pengaruh langsung yang signifikan terhadap repurchase intention. Hasil pengujian mediasi menggunakan metode bootstrap menunjukkan bahwa customer satisfaction secara signifikan memediasi pengaruh brand image dan perceived value terhadap repurchase intention. Temuan ini mengindikasikan bahwa peningkatan niat pembelian ulang konsumen Toko Kopi Tuku lebih efektif dicapai melalui peningkatan kepuasan pelanggan yang dibangun oleh brand image dan perceived value dibandingkan melalui pengaruh langsung kedua variabel tersebut. ***** This study aims to examine the influence of brand image and perceived value on repurchase intention through customer satisfaction among Toko Kopi Tuku consumers. The study adopts the Stimulus-Organism-Response (S-O-R) theory as its theoretical framework, in which brand image and perceived value function as stimuli, customer satisfaction as the organism, and repurchase intention as the response. A quantitative approach with a causal research design was employed using a purposive sampling technique. Data were collected through an online questionnaire administered to 285 Toko Kopi Tuku consumers in Jakarta who had made at least two purchases within the previous three months. The data were analyzed using Structural Equation Modeling (SEM) with AMOS 29 and SPSS 26. The findings reveal that brand image and perceived value have a positive and significant effect on customer satisfaction. Furthermore, customer satisfaction has a positive and significant effect on repurchase intention. However, brand image and perceived value do not have a significant direct effect on repurchase intention. The bootstrap mediation analysis further demonstrates that customer satisfaction significantly mediates the effects of brand image and perceived value on repurchase intention. These findings indicate that enhancing consumers' repurchase intention at Toko Kopi Tuku is more effectively achieved by improving customer satisfaction, which is fostered through stronger brand image and higher perceived value, rather than through the direct effects of these variables.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Dr. Terrylina Arvinta Monoarfa, SE., M.M; 2). Dr. Andrian Haro S.Si, M.M.
Subjects:	Ilmu Sosial > Teori Ekonomi Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Muhamad Rifqi Ramadhan .
Date Deposited:	30 Jul 2026 02:43
Last Modified:	30 Jul 2026 02:43
URI:	http://repository.unj.ac.id/id/eprint/67775

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