PENGARUH BRAND TRUST TERHADAP REPURCHASE INTENTION: Survei terhadap Konsumen Shopee Hand & Body Lotion Nivea di Indonesia

Amanda Sevia Putri, - (2024) PENGARUH BRAND TRUST TERHADAP REPURCHASE INTENTION: Survei terhadap Konsumen Shopee Hand & Body Lotion Nivea di Indonesia. S1 thesis, Universitas Pendidikan Indonesia.

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Official URL: https://repository.upi.edu/

Abstract

Penelitian ini bertujuan untuk mengetahui Pengaruh Brand Trust terhadap Repurchase Intention. Jenis penelitian ini yang digunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Variabel dependen dalam penelitian ini adalah repurchase intention dan brand trust sebagai variabel independen. Populasi dalam penelitian ini adalah konsumen Nivea pada Shopee Nivea.Official.Store yang berjumlah 1.700 dan sampel berjumlah 425 responden yang merupakan konsumen Nivea dengan menggunakan teknik simple random sampling. Teknik analisis yang digunakan adalah analisis Regresi Linear Sederhana dengan alat bantu Software komputer SPSS for Windows. Hasil temuan pada penelitian ini menemukan bahwa gambaran brand trust terhadap repurchase intention berada pada kategori cukup baik. Brand trust memiliki pengaruh positif dan signifikan terhadap repurchase intention. Temuan ini menunjukkan bahwa penerapan brand trust yang dilakukan oleh Nivea akan dapat mendorong repurchase intention pada pelanggan Nivea di Indonesia. This research aims to find out the impact of Brand Trust on Repurchase Intention. This type of research uses descriptive and verification methods with a quantitative approach. The dependent variables in this study are repurchase intention and brand trust as independent variables. Populations in this study are Nivea consumer on Shopee Niveas.Official.Store has a total of 1,700 and a sample of 425 respondents who are Nivea consumers using simple random sampling techniques. The analysis technique used is Simple Linear Regression Analysis with the help of Computer Software SPSS for Windows. The findings of this study found that the image of brand trust versus repurchase intention is in a fairly good category. Brand trust has a positive and significant influence on repurchase intention. The findings show that the implementation of brand trust by Nivea will be able to encourage repurchase intention among NIVEA customers in Indonesia.

Item Type: Thesis (S1)
Additional Information: https://scholar.google.com/citations?hl=id&user=lUtoo0wAAAAJ&scilu=&scisig=AA45KRsAAAAAZeAl5OV8z8BowlAhIe0XpVVyxoo&gmla=AILGF5VhzS4dEz4yncYn7QQsvHBr4MnCBIipmujpkbTm7Kf9pFTqdhzwv97_padT9hgoXdd4tTqO1hURqR_Ll8Ku_4BRK9CKXYVlbE2DxaD_xAkcvYiEyUWL79A&sciund=5321314796645412483 ID SINTA Dosen Pembimbing Girang Razati : 5984831 Dita Amanah : 5976422
Uncontrolled Keywords: Kepercayaan Merek, Niat Pembelian Kembali, Brand Trust, Repurchase Intention
Subjects: H Social Sciences > HF Commerce
L Education > L Education (General)
Divisions: Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis
Depositing User: Amanda Sevia Putri
Date Deposited: 01 Mar 2024 07:42
Last Modified: 01 Mar 2024 07:42
URI: http://repository.upi.edu/id/eprint/115727

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