Surya, Laurensius Ramadhan (2021) Pengaruh brand popularity, brand awareness, perceived quality, dan brand loyalty terhadap repurchase intention konsumen mobil Hyundai. Bachelor thesis, Universitas Pelita Harapan.
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Abstract
Penelitian ini ingin menguji hubungan antara brand popularity, brand awareness, perceived value, dan brand loyalty terhadap repurchase intention pada konsumen mobil Hyundai. Penelitian ini menggunakan metode penelitian kuantitatif dengan purposive sampling yaitu para pemilik atau pengguna mobil Hyundai. Pengumpulan data dalam penelitian ini menggunakan kuesioner yang disebar dengan menggunakan kuesioner elektronik google form. Data yang berhasil dikumpulkan ada sebanyak 203 responden yang mengisi dengan valid selama 3 bulan dari Agustus hingga Oktober 2021. Data tersebut kemudian diolah dengan menggunakan alat uji software SmartPLS. Penelitian ini menguji validitas dari indikator, reliabilitas variabel serta menguji bentuk model penelitian dengan R2, Q2, dan rms tetha. Hasil penelitian ini menunjukkan bahwa variabel brand popularity tidak berpengaruh terhadap brand loyalty,dan brand awareness tidak berpengaruh terhadap repurchase intention. Sedangkan brand awareness dan perceived quality berpengaruh terhadap brand loyalty. Sedangkan brand popularity, perceived value, dan brand loyalty berpengaruh terhadap purchase intention. Hasil ini menunjukkan bahwa pengalaman penggunaan mobil Hyundai akan memberi penilaian tersendiri bagi konsumen sehingga lebih tertarik untuk membeli mobil listrik Hyundai.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Uncontrolled Keywords: | Brand popularity; Brand awareness; Perceived value; 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 14434 not found. | ||||||||
| Date Deposited: | 20 Jan 2022 06:33 | ||||||||
| Last Modified: | 23 Mar 2022 07:55 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/44669 |
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