Ekaputri, Ashri Hasian (2016) PENGARUH BRAND EXPERIENCE TERHADAP KEPUASAN PELANGGAN DAN DAMPAKNYA PADA REPURCHASE INTENTION. S2 thesis, Universitas Pendidikan Indonesia.
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Abstract
Pertumbuhan pada industri kecantikan membuat persaingan bisnis menjadi dinamis dan kompetitif. Klinik Skin Care yang ada saat ini perlu berupaya meningkatkan repurchase intention pelanggan. Repurchase intention pelanggan merupakan hal yang sangat penting bagi kelangsungan usaha pada setiap perusahaan. Aspek yang dapat menciptakan repurchase intention adalah kepuasan pelanggan, strategi yang tepat untuk mencapai kepuasan pelanggan yaitu menciptakan pengalaman merek bagi pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh brand experience terhadap kepuasan pelanggan serta dampaknya pada repurchase intention pada pelanggan klinik Skin Care di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif verifikatif, dan metode yang digunakan adalah explanatory survey dengan teknik simple random sampling, dengan jumlah sampel 375 responden. Teknik analisis data yang digunakan adalah path analysis dengan alat bantu software komputer SPSS 23.0. Hasil penelitian secara keseluruhan nilai perhitungan yang diperoleh melalui analisis jalur lebih besar dibandingkan dengan yang terdapat pada tabel. Artinya secara keseluruhan terdapat pengaruh yang signifikan dari brand experience terhadap kepuasan pelanggan serta dampak pada repurchase intention.;--- The growth of beauty industry makes business competition become dynamic and competitive. Clinic Skin Care existing have to attempt to maintain customer repurchase intention. Repurchase intention is very important for the business continuance in each company. The aspect that can create repurchase intention is customer satisfaction, a right strategy to achieve customer satisfaction is to make an brand experience for the customer. This research aims at determine the effect of brand experience to customer satisfaction and the impact toward repurchase intention to Clinic Skin Care customers in Bandung. Type of research used is verified descriptive. The method conducted is explanatory survey with simple random sampling. The numbers of the respondent are 375 participants. The data analysis technique conducted in this research is path analysis with SPSS 23.0 computer software. Based on the whole result test, score obtained through the path analysis is more than score in the table. It means there is a significant effect of brand experience to customer satisfaction and the impact toward repurchase intention
| Item Type: | Thesis (S2) |
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| Additional Information: | No.panggil : T MMB EKA p-2016; Pembimbing : I.Agus Rahayu, II.Lili Adi Wibowo. |
| Uncontrolled Keywords: | Brand Experience, Kepuasan Pelanggan, Repurchase Intention, Brand Experience, Customer Satisfaction, Repurchase Intention. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Sekolah Pasca Sarjana > Magister Manajemen Bisnis |
| Depositing User: | Mr mhsinf 2017 |
| Date Deposited: | 08 Sep 2017 07:03 |
| Last Modified: | 08 Sep 2017 07:03 |
| URI: | http://repository.upi.edu/id/eprint/25795 |
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