| dc.contributor.author | Pitaloka, Inggrid Widya | |
| dc.date.accessioned | 2023-03-02T07:17:15Z | |
| dc.date.available | 2023-03-02T07:17:15Z | |
| dc.date.issued | 2018-11-26 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/6106 | |
| dc.description | Ada banyak cara untuk membuat seorang konsumen loyal. Perusahaan
harus memastikan bahwa konsumen mempunyai minat untuk pembelian ulang
produk atau servis mereka. Ada banyak penunjang terjadinya minat pembelian
ulang, seperti ekuitas merek dan kualitas hubungan merek. Penelitian ini menguji
efek dari ekuitas merek dan kualitas hubungan merek terhadap minat pembelian
ulang pada konsumen Griya Kerudung Dien. Penelitian ini juga menguji mediasi
efek dari kualitas hubungan merek terhadap hubungan antara ekuitas merek dan
minat pembelian ulang. Uji ini menggunakan analisis jalur pada 134 responden.
Hasil menunjukkan bahwa ada hubungan yang positif dan signifikan efek dari
ekuitas merek dan kualitas hubungan merek terhadap minat pembelian ulang.
Kualitas hubungan merek menunjukkan mediasi sebagian dari ekuitas merek
terhadap minat pembelian ulang. | en_US |
| dc.description.abstract | There are many ways to make a loyal customer. The company must
make sure that the customers have the intention to repurchase it products or
services. There are many drivers of customer repurchase intention, such as
brand equity and brand relationship quality. This research examines the effects
of brand equity and brand relationship quality on repurchase intention of the
customers of Griya Kerudung Dien. It also examines the mediating effect of
brand relationship quality on the relationship between brand equity and
repurchase intention. The test was conducted using path analysis on 134
respondents. Results show that there is positive and significant effect of brand
equity and brand relationship quality on repurchase intention. Brand relationship
quality partially mediates the effect of brand equity on repurchase intention. | en_US |
| dc.language.iso | en_US | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Brand Equity | en_US |
| dc.subject | Brand Relationship Quality | en_US |
| dc.subject | Repurchase Intention | en_US |
| dc.subject | Ekuitas Merek | en_US |
| dc.subject | Kualitas Hubungan Merek | en_US |
| dc.subject | Minat Pembelian Ulang | en_US |
| dc.title | THE EFFECTS OF BRAND EQUITY ON REPURCHASE INTENTION: THE ROLE OF BRAND RELATIONSHIP QUALITY IN GRIYA KERUDUNG DIEN | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.kodeprodi | 61101 | |
