PENGARUH KEPERCAYAAN MEREK DAN PERASAAN MEREK TERHADAP NIAT BELI ULANG

Windriyanto, Windriyanto (2017) PENGARUH KEPERCAYAAN MEREK DAN PERASAAN MEREK TERHADAP NIAT BELI ULANG. Skripsi thesis, Universitas Setia Budi Surakarta.

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Abstract

This study aims to examine the effect of brand trust and brand feelings on repurchase intentions. The occurrence of a low brand trust will cause the purchasing power of consumers to buy back will also be low. But if consumers 'feelings toward brands are high then consumers' purchasing power to buy repeat will be high as well. The high feeling of consumers towards a high brand will create a positive perception and image among consumers. Data were obtained from questionnaires distributed to college student of Setia Budi University . Sampling technique used is purposive sampling with college student of Setia Budi University population using smartphone brand samsung as much as 200 respondents. Hypothesis test is done by using multiple linear regression analysis. The results of this study show that brand trust has no significant effect on the intention to buy back, and the brand feeling has a significant effect on the intention to buy back. Keywords: brand trust, brand feeling, re-purchase intention

Item Type: Thesis (Skripsi)
Uncontrolled Keywords: Keywords: brand trust, brand feeling, re-purchase intention
Subjects: H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi > Prodi S1 Manajemen
Depositing User: Herera Gadys USB
Date Deposited: 22 Feb 2019 07:40
Last Modified: 22 Feb 2019 07:40
URI: http://repository.setiabudi.ac.id/id/eprint/101

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