Pengaruh brand knowledge, brand, relationship, behavioral intention, brand advertisement, dan brand experiences pada repurchase intention teh tong tji di mall Surabaya

Damsuki, Ayu Abarani (2012) Pengaruh brand knowledge, brand, relationship, behavioral intention, brand advertisement, dan brand experiences pada repurchase intention teh tong tji di mall Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Tong Tji Tea is one company that is very well developed in the field of beverages, so it has a lot of competitors. With the increasing number of existing competitors, will be investigated whether Tong Tji Tea can retain existing customers by building and maintaining Repurchase Intention of the consumer. The purpose of this study was to test the model of the previous research conducted by Khan and Majeed et al., (2012). The research method used in this study is a quantitative method to use Tea Tong Tji consumer population residing in Surabaya with age limit 17 to 55 years. From this population, a sample of 170 respondents was taken. In data processing, used SPSS 16.0 software Results from this study is that there is the influence of Brand Knowledge, Brand Relationship, Behavioral Intention and Brand Experiences for Repurchase Intention. there is one variable that is a proven Brand Advertisement no effect on Repurchase Intention. Based on the analysis and testing is done, it can be concluded that four of the five hypotheses proposed in this study can be accepted. The implications of this research can be used in future research as a reference, and contribute to the university and the researchers themselves. In addition, this study can also be used for practitioners, especially for the Tea Tong Tji decisions concerning Repurchase Intention. Future studies are expected to conduct further research using the same model, but using objects from different industries, so as to obtain a broader discourse

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