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DC Field | Value | Language |
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dc.contributor.author | Wijaya, Wiko Rizki | - |
dc.date.accessioned | 2022-11-23T05:22:30Z | - |
dc.date.available | 2022-11-23T05:22:30Z | - |
dc.date.issued | 2022-09-08 | - |
dc.identifier.uri | http://repository.uma.ac.id/handle/123456789/18486 | - |
dc.description | 72 Halaman | en_US |
dc.description.abstract | Penelitian ini memiliki tujuan apakah kepuasan konsumen memediasi brand leadership terhadap niat pembelian kembali. Penelitian ini dilakukan dengan menggunakan angket yang disebarkan kepada 108 orang sampel yang merupakan pengguna aplikasi Shopee di Kelurahan Tanjung Rejo. Teknik pengambilan sampel menggunakan nonprobability sampling yaitu convenience sampling. Jenis penelitian ini menggunakan pendekatan kuantitatif. Teknik analisis data yang digunakan pada penelitian ini adalah analisis jalur (path analysis). Hasil penelitian ini menunjukkan bahwa: 1) Variabel Kualitas (X1) berpengaruh positif dan signifikan terhadap Kepuasan Konsumen. 2) Variabel Nilai (X2) berpengaruh positif namun tidak signifikan terhadap Kepuasan Konsumen (Y1). 3) Variabel Inovasi (X3) berpengaruh positif dan signifikan terhadap Kepuasan Konsumen. 4) Variabel Popularitas (X4) berpengaruh positif dan signifikan terhadap Kepuasan Konsumen (Y1). 5) Variabel Kepuasan Konsumen (Y1) berpengaruh positif dan signifikan terhadap Niat Pembelian kembali (Y2). 6) Kepuasan Konsumen memediasi brand leadership terhadap Niat Pembelian Kembali. This study aims to determine whether consumer satisfaction mediates brand leadership on repurchase intentions. This research was conducted using a questionnaire distributed to 108 samples who are Shopee application users in Tanjung Rejo Village. The sampling technique used was non-probability sampling, namely convenience sampling. This type of research uses a quantitative approach. The data analysis technique used in this research is path analysis. The results of this study indicate that: 1) Quality variable (X1) has a positive and significant effect on Consumer Satisfaction. 2) Value variable (X2) has a positive but not significant effect on Consumer Satisfaction (Y1). 3) Innovation Variable (X3) has a positive and significant effect on Consumer Satisfaction. 4) Popularity variable (X4) has a positive and significant effect on Consumer Satisfaction (Y1). 5) Consumer Satisfaction Variable (Y1) has a positive and significant effect on repurchase intention (Y2). 6) Consumer Satisfaction mediates brand leadership on repurchase intention). | en_US |
dc.language.iso | other | en_US |
dc.publisher | Universitas Medan Area | en_US |
dc.relation.ispartofseries | NPM;188320289 | - |
dc.subject | brand leadership | en_US |
dc.subject | kualitas | en_US |
dc.subject | nilai | en_US |
dc.subject | inovasi | en_US |
dc.subject | popularitas | en_US |
dc.subject | kepuasan konsumen | en_US |
dc.subject | niat pembelian kembali | en_US |
dc.subject | quality | en_US |
dc.subject | value | en_US |
dc.subject | innovation | en_US |
dc.subject | popularity | en_US |
dc.subject | consumer satisfaction | en_US |
dc.subject | purchase intention | en_US |
dc.title | Peran Mediasi Kepuasan Konsumen Dalam Meningkatkan Pengaruh Brand Leadership Terhadap Niat Pembelian Kembali (Studi Pada Masyarakat Pengguna Aplikasi Shopee Di Keluruhan Tanjung Rejo) | en_US |
dc.title.alternative | The Role of Mediating Consumer Satisfaction in Increasing the Influence of Brand Leadership on Repurchase Intentions (Study of the Shopee Application User Community in Tanjung Rejo Village) | en_US |
dc.type | Thesis | en_US |
Appears in Collections: | SP - Management |
Files in This Item:
File | Description | Size | Format | |
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188320289 - Wiko Rizki Wijaya - Chapter IV.pdf Restricted Access | Chapter IV | 606.03 kB | Adobe PDF | View/Open Request a copy |
188320289 - Wiko Rizki Wijaya - Fulltext.pdf | Cover, Abstract, Chapter I, II, III, V, Bibliography | 1.87 MB | Adobe PDF | View/Open |
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