Pengaruh brand awareness terhadap re-purchase intention melalui brand loyalty dan perceived quality pada Taxi Bluebird di Surabaya

Singli, Frengky (2014) Pengaruh brand awareness terhadap re-purchase intention melalui brand loyalty dan perceived quality pada Taxi Bluebird di Surabaya. Undergraduate thesis, Widya Mandala Catholic University.

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Abstract

Penelitian ini membahas tentang pengaruh brand awareness terhadap re- purchase intention melalui brand loyalty perceived quality. Penelitian ini menggunakan metode SEM (Structural Equation Modeling) dengan sampel sebanyak 150 pelanggan taxi BlueBird di Surabaya.Hasil penelitian ini mengungkapkan bahwa seluruh hipotesis pada penelitian ini diterima. Hal ini menunjukkan bahwa ada relasi antara brand awareness, re-purchase intention, perceived quality, dan brand loyalty. Simpulan dari penelitian ini bahwa brand awareness berpengaruh signifikan positif terhadap re-purchase intention, perceived quality dan brand loyalty, perceived quality dan brand loyalty berpengaruh signifikan positif terhadap re-purchase intention serta menjadi mediasi antara brand awareness dan re-purchase intention.

Item Type: Thesis (Undergraduate)
Department: ["eprint_fieldopt_department_Faculty of Business" not defined]
Uncontrolled Keywords: Brand Awareness, re-purchase intention, Perceived Quality, Brand Loyalty.
Subjects: Business > Management
Divisions: Faculty of Business > Management Undergraduate Study Program
Depositing User: Users 12 not found.
Date Deposited: 28 Aug 2015 03:34
Last Modified: 28 Aug 2015 03:34
URI: http://repository.ukwms.ac.id/id/eprint/3397

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