Sekar Larasati Sumanto, - (2024) PENGARUH BRAND ATTACHMENT TERHADAP REPURCHASE INTENTION: Survei pada Generasi Z Pengguna Skincare Avoskin Beauty di Kota Bandung. S1 thesis, Universitas Pendidikan Indonesia.
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Abstract
Penelitian ini bertujuan untuk memperoleh gambaran dan besaran pengaruh brand attachment terhadap repurchase intention pada generasi Z pengguna skincare Avoskin Beauty di Kota Bandung. Jenis penelitian yang digunakan adalah deskriptif dan verifikatif dengan pendekatan kuantitatif. Populasi dalam penelitian ini berjumlah 397.894 dengan sampel 106 responden yang merupakan generasi Z pengguna skincare Avoskin Beauty di Kota Bandung dengan menggunakan teknik pengambilan sampel yaitu purposive sampling. Data diolah secara statistik dengan menggunakan analisis jalur (path analysis) dengan bantuan software SPSS 23.0 for Windows. Hasil penelitian diketahui bahwa self-brand connection, brand prominence, dan repurchase intention berada pada kategori baik, sub variabel self-brand connection dan brand prominence dinyatakan memiliki pengaruh terhadap repurchase intention, brand attachment memiliki pengaruh positif dan signifikan secara simultan terhadap repurchase intention. This study aims to describe and measure the effect of brand attachment on repurchase intention in generation Z Avoskin Beauty skincare users in Bandung City. The population in this study amounted to 397,894 with a sample of 106 respondents who are generation Z Avoskin Beauty skincare users in Bandung City using a sampling technique, namely purposive sampling. The data were processed statistically using path analysis with the help of SPSS 23.0 for Windows software. The results showed that self-brand connection, brand prominence, and repurchase intention are in the good category, the sub-variables of self-brand connection and brand prominence are stated to have an influence on repurchase intention, brand attachment has a positive and significant effect simultaneously on repurchase intention.
| Item Type: | Thesis (S1) |
|---|---|
| Additional Information: | https://scholar.google.com/citations?hl=en&user=i4r_OAcAAAAJ&authuser=5&scilu=&scisig=AA45KRsAAAAAZeXiKDQx_h4D2SO6by8YqYTQyB8&gmla=AILGF5WuzzuulT2isqdbAbFPPO8O9x7aPsXmEBB9fHOQ8zRJiNKcL2GWObjH_oRl6WPKJ_8LGUHx4KopJyGaaalu-s8h4r3GEOaZMZg&sciund=10334881917462514348 ID SINTA Dosen Pembimbing Rd Dian Herdiana Utama: 5993184 Dita Amanah: 5976422 |
| Uncontrolled Keywords: | Keterikatan Merek, Niat Pembelian Ulang, Skincare Brand Attachment, Repurchase Intention, Skincare |
| Subjects: | L Education > L Education (General) |
| Divisions: | Fakultas Pendidikan Ekonomi dan Bisnis > Pendidikan Bisnis |
| Depositing User: | Sekar Larasati Sumanto |
| Date Deposited: | 08 Mar 2024 02:55 |
| Last Modified: | 08 Mar 2024 02:55 |
| URI: | http://repository.upi.edu/id/eprint/115983 |
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