MODEL NIAT BELI ULANG PENGGUNA JASA RENOVASI RUMAH : INTEGRASI BRAND IMAGE, BRAND AWARENESS, DAN BRAND TRUST

ROSMALINA, . (2025) MODEL NIAT BELI ULANG PENGGUNA JASA RENOVASI RUMAH : INTEGRASI BRAND IMAGE, BRAND AWARENESS, DAN BRAND TRUST. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengevaluasi pengaruh citra merek, kesadaran merek, dan kepercayaan merek terhadap Tingkat kepuasan pelanggan serta minat melakukan pembelian ulang pada layanan Renovruma. Data dikumpulkan melalui survey kuesioner dengan melibatkan 215 responden berusia 20 hingga 50 tahun yang telah menggunakan jasa Renovruma secara berulang berdasarkan data internal Perusahaan. Analisis data dilakukan menggunakan SPSS dan Structural Equation Modeling (SEM) melalui perangkat lunak AMOS untuk menguji hubungan antar variabel. Hasil penelitian menunjukkan bahwa citra merek, kesdaran merek, dan kepercayaan merek secara signifikan berpengaruh positif terhadap kepuasan pelanggan dan niat pembelian ulang. Namun, temuan yang menarik adalah adanya hubungan negatif yang signifikan antara kepuasan pelanggan dan niat pembelian ulang, yang berlawanan dengan hipotesis awal. Implikasi dari penelitian ini dapat menjadi pertimbangan bagi perushaan dalam meningkatkan strategi pemasaran dan manajemen hubungan pelanggan. ***** This study investigates the impact of brand image, brand awareness, and brand trust on customer satisfaction and repurchase intention in Renovruma’s services. Data were collected through a questionnaire-based survey involving 215 respondents aged 20 to 50, all of whom were repeat customers of Renovruma according to the company’s internal records. The collected data were analyzed using SPSS and Structural Equation Modeling (SEM) via AMOS. The hypothesis testing results revealed that brand image positively and significantly influences both customer satisfaction and repurchase intention. Similarly, brand awareness exhibits a positive and significant effect on customer satisfaction and repurchase intention. Brand trust also demonstrates a positive and significant impact on customer satisfaction and repurchase intention. However, a significant negative relationship was found between customer satisfaction and repurchase intention.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Kantor, Organisasi Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Rosmalina .
Date Deposited:	14 Aug 2025 05:22
Last Modified:	14 Aug 2025 05:23
URI:	http://repository.unj.ac.id/id/eprint/60633

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