PENGARUH PRODUCT QUALITY TERHADAP REPURCHASE INTENTION YANG DIMODERASI OLEH BRAND IMAGE PADA PENGGUNA SMARTPHONE OPPO DI KOTA BANDUNG

Reygitha Asrilia, - (2023) PENGARUH PRODUCT QUALITY TERHADAP REPURCHASE INTENTION YANG DIMODERASI OLEH BRAND IMAGE PADA PENGGUNA SMARTPHONE OPPO DI KOTA BANDUNG. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Reygitha Asrilia. Pengaruh Product Quality Terhadap Repurchase Intention yang Dimoderasi Oleh Brand Image Pada Pengguna Smartphone OPPO di Kota Bandung. Skripsi. Program Studi Psikologi, Fakultas Ilmu Pendidikan, Universitas Pendidikan Indonesia. Bandung. (2023).

Penelitian ini bertujuan untuk mengetahui pengaruh dari product quality terhadap repurchase intention yang dimoderasi oleh brand image pada pengguna smartphone OPPO di Kota Bandung. Penelitian ini menggunakan metode kuantatif dengan jumlah partisipan sebanyak 399 responden pengguna smartphone OPPO di Kota Bandung. Teknik sampling menggunakan accidental sampling. Peneliti menggunakan skala product quality yang dikemukakan Hasni (2021) yang diadaptasi dari skala Amitava (2016), repurchase intention menggunakan skala yang dikemukakan Himatul’ali (2022) yang diadaptasi dari skala Ferdinand (2002), brand image menggunakan skala yang dikemukakan Ghaida (2016) yang diadaptasi dari skala Roberts (Cho, 2011). Teknik analisis data yang digunakan adalah Moderated Regression Analysis (MRA). Hasil penelitian ini menunjukkan bahwa terdapat pengaruh product quality terhadap repurchase intention pada pengguna smartphone OPPO di Kota Bandung, terdapat pengaruh brand image pada repurchase intention pada pengguna smartphone OPPO di Kota Bandung, dan brand image tidak memoderasi pengaruh dari product quality terhadap repurchase intention.

Reygitha Asrilia. The Influence of Product Quality on Repurchase Intention Moderated by Brand Image Among OPPO Smartphone Users in Bandung. Thesis. Psychology Study Program, Faculty of Education, Universitas Pendidikan Indonesia. Bandung (2023).

This research aims to determine the influence of product quality on repurchase intention moderated by brand image among OPPO smartphone users in Bandung. This research uses a quantitative method with 399 participants, who are OPPO smartphone users in Bandung. The sampling technique used accidental sampling. The researcher uses a product quality scale proposed by Hasni (2021), adapted from Amitava (2016), repurchase intention using a scale proposed by Himatul'ali (2022), adapted from Ferdinand (2002), and brand image using a scale proposed by Ghaida (2016), adapted from Roberts (Cho, 2011). The data analysis technique used was Moderated Regression Analysis (MRA). The results of this study indicate that there is an influence of product quality on repurchase intention among OPPO smartphone users in Bandung, there is an influence of brand image on repurchase intention among OPPO smartphone users in Bandung, and brand image does not moderate the influence of product quality on repurchase intention.

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Item Type:	Thesis (S1)
Additional Information:	Link Google Scholar: https://scholar.google.com/citations?view_op=new_articles&hl=en&imq=REYGITHA+ASRILIA# ID SINTA Dosen Pembimbing: Ita Juwitaningrum: 6746336 Anastasia Wulandari: 6655698
Uncontrolled Keywords:	Brand Image, OPPO, Product Quality, Repurchase Intention
Subjects:	B Philosophy. Psychology. Religion > BF Psychology
Divisions:	Fakultas Ilmu Pendidikan > Program Studi Psikologi
Depositing User:	Reygitha Asrilia
Date Deposited:	29 Sep 2023 09:49
Last Modified:	29 Sep 2023 09:49
URI:	http://repository.upi.edu/id/eprint/106403

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