PENGARUH BRAND IMAGE DAN BRAND PREFERENCE TERHADAP REPURCHASE INTENTION (PENGGUNA SMARTPHONE LENOVO DI INDONESIA)

Nurhaliza Novianty, - (2023) PENGARUH BRAND IMAGE DAN BRAND PREFERENCE TERHADAP REPURCHASE INTENTION (PENGGUNA SMARTPHONE LENOVO DI INDONESIA). S1 thesis, Universitas Pendidikan Indonesia.

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Abstract

Penelitian ini bertujuan untuk memperoleh gambaran dari brand image, brand preference dan repurchase intention serta pengaruh dari brand image dan brand preference terhadap repurchase intention Pengguna Smartphone Lenovo di Indonesia. Penelitian ini menggunakan metode deskriptif dan verifikatif dengan pendekatan kuantitatif. Sampel yang digunakan pada penelitian ini berjumlah 200 responden yang merupakan pengguna smartphone lenovo di Indonesia yang tergabung ke dalam followers instagram smartphone lenovo. Teknik analisis yang digunakan pada penelitian ini yaitu menggunakan metode Structural Equation Modeling (SEM). Hasil temuan pada penelitian ini menyatakan bahwa gambaran brand image, brand preference dan repurchase intention berada pada kategori baik. Brand image memiliki pengaruh yang positif dan signifikan terhadap repurchase intention. Brand preference yang berpengaruh terhadap repurchase intention secara positif dan signifikan. Kemudia, Brand image dan Brand preference berpengaruh secara positif dan siginifikan terhadap repurchase intention. Temuan ini menunjukkan bahwa brand image dan brand preference akan mendorong terciptanya dan meningkatnya repurchase intention. Kata Kunci: Brand Image, Brand Preference dan Repurchase Intention This study aims to obtain an overview of brand image, brand preference and repurchase intention as well as the influence of brand image and brand preference on repurchase intention of Lenovo Smartphone users in Indonesia. This research uses descriptive and verification methods with a quantitative approach. The sample used in this study was 200 respondents who are Lenovo smartphone users in Indonesia who are members of Lenovo's Instagram followers. The analysis technique used in this study is the Structural Equation Modeling (SEM) method. The findings in this study state that brand image, brand preference and repurchase intention are in the good category. Brand image has a positive and significant influence on repurchase intention. Brand preference has a positive and significant effect on repurchase intention. Then, brand image and brand preference have a positive and significant effect on repurchase intention. These findings indicate that brand image and brand preference will encourage the creation and increase of repurchase intention. Keyword: Brand Image, Brand Preference and Repurchase Intention

Item Type:	Thesis (S1)
Additional Information:	Link Google Schoolar: https://scholar.google.com/ ID Sinta Dosen pembimbing: Agus Rahayu : 5985049 Puspo Dewi Dirgantari : 5980376
Uncontrolled Keywords:	Brand Image, Brand Preference dan Repurchase Intention
Subjects:	L Education > L Education (General) N Fine Arts > NC Drawing Design Illustration
Divisions:	Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Manajemen Bisnis
Depositing User:	Nurhaliza Novianty
Date Deposited:	15 May 2023 04:04
Last Modified:	15 May 2023 04:04
URI:	http://repository.upi.edu/id/eprint/90264

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