The impact of brand image, service quality, and sales promotion on customer repurchase intention through customer satisfaction at Tokopedia in Surabaya

Setiawan, Davin Valentin (2018) The impact of brand image, service quality, and sales promotion on customer repurchase intention through customer satisfaction at Tokopedia in Surabaya. Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

This research was conducted to examine the direct and indirect impact of Brand Image, Service Quality, and Sales Promotion on Repurchase Intention through Customer Satisfaction at Tokopedia in Surabaya. This research is a quantitative research that has four hypotheses to be tested. The sample used in this research is 160 respondents who has Tokopedia account and buy from Tokopedia at least 3 times per year with a minimum age required is 17 years old. The response from respondent is measured using Likert scale from 1-5. Data were collected using online questionnaire and processed with Structural Equation Model analysis technique using SMARTPLS 3 program. The result from analysis shows that all variables: Brand Image, Service Quality and Sales Promotion has a positive and significant impact on Repurchase Intention through Customer Satisfaction. Therefore, it can be concluded that all hypothesis is accepted. For other researchers who want to conduct same research, can expand with other variables used such as price, website quality, and impulse buying or expand the scale of respondent used, and can be broadened to other e-commerce as well. Tokopedia need to maintain and increase their Brand Image, Service Quality, and Sales Promotion because it can bring either huge benefits or vice versa to their business because all of the customer experience will lead to satisfaction or dissatisfaction and from their satisfaction, it will lead to intention to do another repurchase.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Brand image, service quality, sales promotion, customer satisfaction, repurchase intention
Subjects: Business > International Business Management
Divisions: Faculty of Business > International Business Management Undergraduate Study Program
Depositing User: Davin Valentin Setiawan
Date Deposited: 24 Aug 2018 07:24
Last Modified: 24 Aug 2018 07:24
URI: http://repository.wima.ac.id/id/eprint/16038

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