Pengaruh brand equity dan brand trust terhadap repurchase intention (studi empiris konsumen Wardah di Kota Madiun)

Tugiyanti, Atik Catur (2020) Pengaruh brand equity dan brand trust terhadap repurchase intention (studi empiris konsumen Wardah di Kota Madiun). Undergraduate thesis, Widya Mandala Catholic University Surabaya.

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Abstract

Penelitian ini bertujuan untuk menguji signifikansi pengaruh positif brand equity dan brand trust terhadap repurchase intention produk Wardah di Kota Madiun. Sampel yang digunakan dalam penelitian ini sebanyak 100 responden dengan teknik purposive sampling dan snowball sampling. Teknis analisis data menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel brand equity dan brand trust berpengaruh signifikan positif terhadap repurchase intentiondan variabel yang dominan berpengaruh terhadap repurchase intention adalah brand trust. Nilai koefisien determinasi (R^2) sebesar 0,681 (68,8%) artinya variabel brand equity dan brand trust terhadap repurchase intention menjelaskan pengaruh sebesar 68,1% sedangkan sisanya 31,9% dipengaruhi oleh variabel lain yang tidak ada dalam persamaan model regresi. Hasil penelitian pengujian hipotesis menunjukkan bahwa variabel brand equitymenunjukkan nilai thitung (7,784) > ttabel (1,66055) dan tingkat signifikansi 0,000 < 0,05 dan variabel brand trust menunjukkan nilai thitung (4,929) > ttabel (1,66055) dan tingkat signifikansi 0,000 < 0,05.

Item Type: Thesis (Undergraduate)
Department: S1 - Manajemen
Contributors:
Contribution
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Thesis advisor
Kurniawati, Dyah
NIDN0713126601
UNSPECIFIED
Uncontrolled Keywords: brand equity, brand trust, repurchase intention
Subjects: Widya Mandala Catholic University on Madiun Campus > Faculty of Economics
Business > Management
Divisions: Faculty of Business > PSDKU - Management Undergraduate Study Program
Depositing User: Users 9064 not found.
Date Deposited: 18 Dec 2020 06:44
Last Modified: 18 Dec 2020 06:44
URI: http://repository.ukwms.ac.id/id/eprint/23815

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