Pengaruh brand image dan product innovation terhadap customer repurchase intention melalui mediasi customer satisfaction pada Hop-Hop di Universitas Pelita Harapan

Mandala, Glenn Norman (2023) Pengaruh brand image dan product innovation terhadap customer repurchase intention melalui mediasi customer satisfaction pada Hop-Hop di Universitas Pelita Harapan. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini memiliki tujuan menganalisis pengaruh positif brand image dan product innovation terhadap repurchase intention melalui mediasi customer satisfaction. Jumlah populasi dalam penelitian ini adalah 250 responden yang merupakan mahasiswa Universitas Pelita Harapan angkatan 2019-2023. Pengumpulan sampel pada penelitian ini menggunakan metode purposive sampling yang dilakukan menggunakan kuesioner daring dari Google Form. Pengujian pada penelitian ini menggunakan aplikasi SmartPLS 4.0 dengan metode skala likert. Hasil penelitian menunjukan bahwa brand image, product innovation, dan customer satisfaction berpengaruh secara positif terhadap repurchase intention. Lalu, customer satisfaction juga berpengaruh secara positif dalam memediasi hubungan antara brand image dan product innovation terhadap repurchase intention.

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