Pengaruh persepsi harga, citra merek, kualitas produk dan kepercayaan merek terhadap kepuasan dan minat beli ulang konsumen Corkcicle di Jakarta Selatan = The influence of price perseption, brand image, product quality, and brand trusst on costumer satisfaction and repurchase intention of Corkcicle in South Jakarta.

Yasarah, Berlian Aura (2025) Pengaruh persepsi harga, citra merek, kualitas produk dan kepercayaan merek terhadap kepuasan dan minat beli ulang konsumen Corkcicle di Jakarta Selatan = The influence of price perseption, brand image, product quality, and brand trusst on costumer satisfaction and repurchase intention of Corkcicle in South Jakarta. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh persepsi harga, citra merek, kualitas produk, dan kepercayaan merek terhadap minat beli ulang dengan kepuasan konsumen sebagai variabel moderasi. Objek yang diteliti adalah Corckcicle. Variabel yang digunakan dalam penelitian ini adalah persepsi harga, citra merek, kualitas produk, dan kepercayaan merek sebagai variabel bebas, kepuasan konsumen sebagai variabel moderasi serta minat beli ulang sebagai variabel terikat. Metode yang digunakan adalah kuantitatif moderasi. Sampel yang digunakan dalam penelitian ini menggunakan metode non probability sampling dengan purposive sampling dan sampel berjumlah 100 responden. Penelitian ini menggunakan data primer yang didapatkan dengan cara memberi kuisioner. Data penelitian diolah dengan menggunakan skala likert. Berdasarkan hasil analisis data, dapat disimpulkan bahwa citra merek, kualitas produk, dan kepercayaan merek berpengaruh positif secara signifikan terhadap kepuasan konsumen dan minat beli ulang konsumen. Sedangkan persepsi harga berpengaruh terhadap kepuasan, namun tidak berpengaruh terhadap minat beli ulang. Kepuasan Konsumen juga berpengaruh terhadap minat beli ulang. / This study aims to determine the effect of price perception, brand image, product quality, and brand trust on repurchase intention with consumer satisfaction as a moderating variable. The object of study is Corckcicle. The variables used in this study are price perception, brand image, product quality, and brand trust as independent variables, consumer satisfaction as a moderating variable and repurchase intention as the dependent variable. The method used is quantitative moderation. The sample used in this study uses a non-probability sampling method with purposive sampling and a sample of 100 respondents. This study uses primary data obtained by giving a questionnaire. The research data is processed using a Likert scale. Based on the results of data analysis, it can be concluded that brand image, product quality, and brand trust have a significant positive effect on consumer satisfaction and consumer repurchase interest. While price perception effects satisfaction, but does not affect repurchase interest. Consumer satisfaction also affects repurchase interest.
Item Type: Thesis (Bachelor)
Creators:
Creators
NIM
Email
ORCID
Yasarah, Berlian Aura
NIM02014210008
berlianaura003@gmail.com
UNSPECIFIED
Contributors:
Contribution
Contributors
NIDN/NIDK
Email
Thesis advisor
Sondakh, Oliandes
0722128002
UNSPECIFIED
Uncontrolled Keywords: persepsi harga;citra merek;kualitas produk;kepercayaan merek;kepuasan konsumen;minat beli ulang
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Surabaya > Business School > Management
Current > Faculty/School - UPH Surabaya > Business School > Management
Depositing User: Berlian Aura Yasarah
Date Deposited: 25 Jun 2025 03:10
Last Modified: 25 Jun 2025 03:10
URI: http://repository.uph.edu/id/eprint/68824

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