PENGARUH BRAND EXPERIENCE, DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI PADA PRODUK CHATIME)

AYESHA VENANDA TRI ANDHINI, . (2026) PENGARUH BRAND EXPERIENCE, DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI (STUDI PADA PRODUK CHATIME). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand experience dan brand image terhadap repurchase intention dengan customer satisfaction sebagai variabel mediasi pada produk Chatime. Hubungan antarvariabel mengacu berdasarkan Expectation Confirmation Theory (ECT). Penelitian ini dilatarbelakangi oleh fenomena tetap tingginya minat pembelian ulang konsumen di tengah adanya persepsi negatif terkait harga dan penurunan indeks merek. Metode penelitian yang digunakan adalah pendekatan kuantitatif dengan metode survei daring kepada responden yang tinggal di Kota Administratif Jakarta yang berusia minimal 17 tahun, dan telah melakukan pembelian Chatime minimal dua kali dalam tiga bulan terakhir. Metode pengambilan sampel yang digunakan adalah purposive sampling dengan jumlah responden sebanyak 223 orang. Data yang dikumpulkan kemudian dianalisis menggunakan Structural Equation Modeling (SEM) dengan bantuan program AMOS versi 29. Hasil penelitian menunjukkan bahwa brand experience dan brand image berpengaruh positif dan signifikan terhadap customer satisfaction. Selanjutnya, brand image dan customer satisfaction berpengaruh positif dan signifikan terhadap repurchase intention. Namun, brand experience tidak berpengaruh signifikan terhadap repurchase intention. Selain itu, customer satisfaction terbukti mampu memediasi pengaruh brand experience dan brand image terhadap repurchase intention. Temuan ini menunjukkan bahwa kepuasan pelanggan memiliki peran penting sebagai variabel yang menjembatani hubungan antara pengalaman dan citra merek dengan niat pembelian ulang. ***** This study aims to analyze the influence of brand experience and brand image on repurchase intention, with customer satisfaction serving as a mediating variable, in the context of Chatime products. The relationships among the variables are explained based on the Expectation Confirmation Theory (ECT). The study was motivated by the phenomenon of consistently high consumer repurchase intention despite negative perceptions regarding pricing and a decline in brand index performance. A quantitative research approach was employed using an online survey administered to respondents residing in the Administrative City of Jakarta, aged at least 17 years, who had purchased Chatime at least twice within the last three months. Purposive sampling was used to select the respondents, resulting in a total sample of 223 participants. The collected data were analyzed using Structural Equation Modeling (SEM) with AMOS version 29. The results indicate that brand experience and brand image have a positive and significant effect on customer satisfaction. Furthermore, brand image and customer satisfaction positively and significantly influence repurchase intention. However, brand experience does not have a significant direct effect on repurchase intention. In addition, customer satisfaction is proven to mediate the effects of brand experience and brand image on repurchase intention. These findings highlight the important role of customer satisfaction as a mediating variable that bridges the relationship between brand experience, brand image, and repurchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Ayesha Venanda Tri Andhini .
Date Deposited:	04 Aug 2026 08:07
Last Modified:	04 Aug 2026 08:07
URI:	http://repository.unj.ac.id/id/eprint/68385

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