Sultan, Fillaily Firstianti (2022) Pengaruh Pengalaman Merek dan Pengaruh Sosial Terhadap Keterlibatan Pelanggan dan Niat Beli Ulang pada Warunk Upnormal di Surabaya. Undergraduate thesis, Universitas Hayam Wuruk Perbanas Surabaya.
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Abstract
Repurchase intention is something that is highly expected by business actors to realize their target. It is important for business actors to know their repurchase intentions because they can measure the success or failure of a company's product or service in the market. Repurchase intention as a measure of the company still exists and is able to compete in its market share. The purpose of this study was to determine the effect of brand experience on customer engagement, and to determine the effect of brand experience, customer involvement and social influence on repurchase intentions at Warunk Upnormal in Surabaya. The research method used is a clause research using qualitative research. The sample in this study were customers of Warunk Upnormal in Surabaya as many as 100 respondents using purposive sampling technique. The analysis technique in this study uses Partial Least Square (PLS) analysis. The results in this study prove that: (1) Brand Experience has a significant influence on Customer Engagement; (2) Brand Experience has a significant effect on Repurchase Intention; (3) Customer Involvement has a significant effect on Repurchase Intention; and (4) Social Influence has a significant effect on repurchase intention. Keywords : Brand Exp
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.15 - FINANCIAL MANAGEMENT |
| Divisions: | Bachelor of Management |
| Depositing User: | FILLAILY FIRSTIANTI SULTAN |
| Date Deposited: | 28 Jul 2022 03:44 |
| Last Modified: | 28 Jul 2022 03:44 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/9431 |
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