Nugroho, Febriyan (2019) Pengaruh Kesadaran Merek, Asosiasi Merek, Loyalitas Merek, Citra Merek, Persepsi Kualitas, Kepuasan Pada Desain Website Terhadap Niat Beli Ulang Pada Pelanggan Tokopedia Di Surabaya. Undergraduate thesis, STIE Perbanas Surabaya.
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Abstract
The ease of finding products and buying products provides an opportunity for the e-ecommerce industry to increase sales of its products. This study aims to determine the significance of the influence of Brand Awareness, Brand Association, Brand Loyalty, Brand Image, Quality Perception, Website Design Satisfaction over Intention to Repurchase Tokopedia customers in Surabaya. This study uses a questionnaire using a Likert scale. In this study, researchers used 110 respondents who were divided into small samples and large samples, evaluating reliability and validity to validate constructs and multiple linear regression to test hypotheses using SPSS version 23. The results of this study indicate that the variables Brand Awareness, Brand Association, Brand Loyalty, Brand Image, Perceived Quality, Satisfaction Website Design has a simultaneously significant positive effect on Repurchase Intention. While partially Brand Loyalty has a significant positive effect. For Brand Awareness, Brand Associations, Brand Image, Quality Perception, Website Design Satisfaction partially has no positive significant effect on Repurchase Intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Subjects: | 600 - TECHNOLOGY > 650 - 659 MANAGEMENT & PUBLIC RELATIONS > 658 - GENERAL MANAGEMENT > 658.8 - MANAGEMENT OF MARKETING |
| Divisions: | Bachelor of Management |
| Depositing User: | FEBRIYAN NUGROHO |
| Date Deposited: | 28 Oct 2019 03:00 |
| Last Modified: | 28 Oct 2019 03:00 |
| URI: | http://eprints.perbanas.ac.id/id/eprint/5008 |
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