PENGARUH BRAND IMAGE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PARFUM HMNS DI INSTAGRAM

Muhammad Habib Purnama Febrian, - and Btari Mariska Purwaamijaya, - and Muhammad Rizki Nugraha, - (2025) PENGARUH BRAND IMAGE TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION PARFUM HMNS DI INSTAGRAM. S1 thesis, Universitas Pendidikan Indonesia.

Abstract

Pasar parfum lokal di Indonesia mengalami pertumbuhan pesat dan persaingan yang sangat ketat, menuntut setiap brand untuk terus beradaptasi dan mempertahankan posisinya. HMNS, yang sebelumnya merupakan pemimpin pasar, kini dihadapkan pada tantangan signifikan dengan penurunan peringkat ke posisi keempat, meskipun secara nominal pangsa pasar sedikit meningkat. Penurunan posisi ini disebabkan oleh lonjakan pertumbuhan kompetitor seperti Saff & Co., Octarine, dan Mykonos, yang mengindikasikan potensi permasalahan pada repurchase intention konsumen HMNS. Untuk mengatasi tantangan ini, penelitian ini bertujuan menganalisis pengaruh brand image terhadap repurchase intention dengan customer satisfaction sebagai variabel mediasi, berfokus pada konsumen parfum HMNS di Instagram. Menggunakan pendekatan kuantitatif melalui kuesioner dan dianalisis menggunakan SEM-PLS. Hasil penelitian menunjukkan bahwa brand image berpengaruh terhadap customer satisfaction dengan nilai 0,738, t-statistic sebesar 11,617, dan p-value 0,000. Brand image juga berpengaruh terhadap repurchase intention dengan nilai 0,378, t-statistic 3,632, dan p-value 0,000. Selain itu, customer satisfaction berpengaruh terhadap repurchase intention dengan nilai 0,418, t-statistic 3,750, dan p-value 0,000. Pengaruh tidak langsung melalui customer satisfaction sebagai variabel mediasi juga terbukti dengan nilai 0,308, t-statistic 3,354, dan p-value 0,001, namun hasil ini lebih kecil dibandingkan pengaruh langsung antara brand image terhadap repurchase intention. Hasil penelitian ini menegaskan bahwa penguatan brand image dan peningkatan customer satisfaction secara bersamaan dapat mendorong repurchase intention terhadap parfum HMNS di Instagram. The local perfume market in Indonesia is experiencing rapid growth and intense competition, requiring every brand to continuously adapt and maintain its position. HMNS, which was previously the market leader, now faces significant challenges with a decline in ranking to fourth place, despite a slight increase in market share. This decline in position is attributed to the surge in growth of competitors such as Saff & Co., Octarine, and Mykonos, indicating potential issues with HMNS consumers' repurchase intention. To address this challenge, this study aims to analyze the influence of brand image on repurchase intention with customer satisfaction as a mediating variable, focusing on HMNS perfume consumers on Instagram. A quantitative approach was used through questionnaires and analyzed using SEM-PLS. The results show that brand image influences customer satisfaction with a value of 0.738, a t-statistic of 11.617, and a p-value of 0.000. Brand image also influences repurchase intention with a value of 0.378, a t-statistic of 3.632, and a p-value of 0.000. In addition, customer satisfaction affects repurchase intention with a value of 0.418, t-statistic of 3.750, and p-value of 0.000. The indirect effect through customer satisfaction as a mediating variable is also proven with a value of 0.308, a t-statistic of 3.354, and a p-value of 0.001, however, this result is smaller than the direct effect of brand image on repurchase intention. These results confirm that strengthening brand image and improving customer satisfaction simultaneously can drive repurchase intention for HMNS perfume on Instagram.

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Item Type:	Thesis (S1)
Additional Information:	https://scholar.google.com/citations?hl=en&authuser=1&user=Jr6Iv8kAAAAJ ID SINTA Dosen Pembimbing: Btari Mariska Purwaamijaya: 6681170 Muhammad Rizki Nugraha: 6770726
Uncontrolled Keywords:	Brand image, Repurchase intention, Customer satisfaction, Parfum HMNS, Instagram Brand image, Repurchase intention, Customer satisfaction, Parfume HMNS, Instagram
Subjects:	L Education > L Education (General)
Divisions:	UPI Kampus Tasikmalaya > S1 Bisnis Digital
Depositing User:	Muhammad Habib Purnama Febrian
Date Deposited:	10 Sep 2025 04:02
Last Modified:	10 Sep 2025 04:02
URI:	http://repository.upi.edu/id/eprint/136625

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