Sigit, Jazzon Abraham (2021) Dampak Social Media Marketing Dan Product Quality Pada Brand Loyalty Terhadap Repurchasing Intention Kedai Kopi Kenangan. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh dari dampak yang dihasilkan dari social media marketing Kopi Kenangan terhadap brand loyalty kemudian terhadap repurchase intention terhadap kedai Kopi Kenangan, kemudian untuk mengetahui pengaruh brand trust terhadap brand loyalty dari konsumen Kopi Kenangan, untuk mengetahui pengaruh dari product quality terhadap brand loyalty kemudian pengaruh product quality terhadap repurchase intention dari konsumen kedai Kopi Kenangan. Dalam teknik analisis data dari penelitian ini, menggunakan analisis regresi dengan SPSS dan AMOS SEM. Hasil penelitian menunjukan H1 dijelaskan bahwa social media marketing berpengaruh terhadap brand loyalty dengan nilai Estimasi 0.235. H2 dijelaskan brand trust terdapat pengaruh terhadap brand loyalty dengan Nilai estimasi 0.242. H3 dijelaskan bahwa product quality terdapat pengaruh terhadap brand loyalty dengan nilai estimasi 0.341. H4 dijelaskan bahwa brand loyalty terdapat pengaruh terhadap repurchase intention dengan nilai estimasi 0.288. H5 dijelaskan bahwa social media marketing terdapat pengaruh terhadap repurchase intention dengan nilai estimasi 0.285. H6 dijelaskan bahwa product quality terdapat pengaruh terhadap repurchase intention dengan nilai estimasi 0.225.
Item Type: | Thesis (Bachelor) | ||||||||
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Uncontrolled Keywords: | Social media marketing; Brand trust; Product quality; Brand loyalty; Repurchase intention | ||||||||
Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | ||||||||
Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management Current > Faculty/School - UPH Karawaci > Business School > Management |
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Depositing User: | Users 14701 not found. | ||||||||
Date Deposited: | 12 Jan 2022 06:52 | ||||||||
Last Modified: | 22 Mar 2022 07:48 | ||||||||
URI: | http://repository.uph.edu/id/eprint/44333 |
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