Faktor-faktor yang memengaruhi repurchase intention di Tokopedia

Jusup, Jessica (2023) Faktor-faktor yang memengaruhi repurchase intention di Tokopedia. Masters thesis, Universitas Pelita Harapan.

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Abstract

Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh brand awareness, brand image, dan brand love terhadap repurchase intention pada e-commerce Tokopedia. Populasi yang digunakan dalam penelitian ini merupakan individu yang memiliki dan menggunakan aplikasi Tokopedia dengan menyebarkan kuisioner online kepada 237 sampel. Teknik pengambilan sampel yang digunakan dalam penelitian ini yaitu dengan menggunakan purposive sampling. Analisis data menggunakan aplikasi PLS-SEM. Hasil penelitian ini menunjukkan bahwa brand awareness dan brand image berpengaruh secara positif terhadap customer satisfaction, brand image, dan brand love berpengaruh secara positif terhadap purchase decision, customer satisfaction dan purchase decision berpengaruh positif terhadap repurchase intention. Oleh karena itu, penelitian ini bertujuan untuk memberikan informasi kepada perusahaan e-commerce Tokopedia untuk meningkatkan brand awareness, brand image, dan brand love. / The purpose of this study is to determine the effect of brand awareness, brand image, and brand love, on repurchase intention in Tokopedia e-commerce. The population used in this study are individuals who own and use the Tokopedia application by distributing questionnaires online to 237 samples. The sampling technique used in this research is purposive sampling. Data analysis using the PLS-SEM application. The results of this study indicate that brand awareness and brand image affect customer satisfaction, brand image and brand love affect purchase decisions, customer satisfaction and purchase decisions affect repurchase intention. Therefore, this study aims to provide information to Tokopedia e-commerce company to increase brand awareness, brand image, and brand love.

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