PERAN BRAND IMAGE MEMEDIASI PENGARUH KUALITAS PRODUK TERHADAP NIAT BELI ULANG (Studi pada Smartphone Samsung di Kota Denpasar)
| Main Authors: | Hery Suartama, I Ketut Catur, Setiawan, Putu Yudi |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2019
|
| Online Access: |
https://ojs.unud.ac.id/index.php/Manajemen/article/view/45049 https://ojs.unud.ac.id/index.php/Manajemen/article/view/45049/28661 |
Daftar Isi:
- Tujuan dari penelitian ini adalah untuk mengetahui peran brand image dalam memediasi pengaruh kualitas produk terhadap niat beli ulang. Penelitian ini dilakukan di Kota Denpasar. Jumlah sampel sebanyak 105 responden, dengan metode non probability sampling. Teknik pengambilan sampel ditentukan dengan teknik purposive sampling berdasarkan pertimbangan tertentu yaitu, tingkat pendidikan minimal SMA/sederajat, sudah pernah membeli produk smartphone Samsung, mengetahui informasi mengenai produk smartphone Samsung, dan berdomisili di Kota Denpasar. Data primer diperoleh dengan menyebar kuisioner dan dianalisis memakai SEM (Structural equation modeling) yang memiliki basis component ataupun variance yaitu PLS (Partial Least Square). Hasil analisis data menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap brand image, kualitas produk dan brand image berpengaruh positif dan signifikan terhadap niat beli ulang, brand image mampu memediasi pengaruh kualitas produk terhadap niat beli ulang.
- The purpose of this study was to determine the role of brand image in mediating the effect of product quality on repurchase intention. The number of samples is 105 respondents.. The sampling method was determined by a purposive sampling method based on certain considerations, namely, the education level of at least high school / equivalent, had bought Samsung smartphone products, found out information about Samsung smartphone products, and lived in the city of Denpasar. Primary data was obtained by distributing questionnaires and analyzed using SEM (Structural equation modeling) data analysis based on component or variance, namely PLS (Partial Least Square). The results of data analysis show that product quality has a positive and significant effect on brand image, product quality and brand image have a positive and significant effect on repurchase intention, brand image is able to mediate the effect of product quality on repurchase intention.