PERAN BRAND TRUST DALAM MEMEDIASI PENGARUH CUSTOMER PERCEPTION, TERHADAP REPURCHASE INTENTION PENGGUNA SMARTPHONE SAMSUNG
| Main Authors: | Widyananda, I Wayan Agus Karisna, Seminari, Ni Ketut |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
Program Studi Manajemen Fakultas Ekonomi dan Bisnis Universitas Udayana
, 2022
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| Online Access: |
https://ojs.unud.ac.id/index.php/manajemen/article/view/83496 https://ojs.unud.ac.id/index.php/manajemen/article/view/83496/45982 |
Daftar Isi:
- Tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari customer perception terhadap repurchase intention, pengaruh dari brand trust terhadap repurchase intention, pengaruh dari customer perception terhadap brand trust dan peran dari brand trust dalam memediasi customer perception terhadap repurchase intention pengguna smartphone Samsung. Dalam penelitian ini, warga Kota Denpasar yang menggunakan smartphone Samsung merupakan sampel yang digunakan dengan metode non-probability sampling. Jumlah sampel yang diambil sebanyak 100 orang. Adapun teknik analisis yang digunakan seperti, teknik analisis jalur (path analysis), uji sobel dan Uji VAF. Penelitian ini menunjukkan hasil bahwa terdapat hubungan yang positif dan signifikan antara customer perception dengan repurchase intention, hubungan yang positif dan signifikan antara brand trust dengan repurchase intention, hubungan yang positif dan signifikan antara customer perception dengan brand trust. Brand trust berperan sebagai variabel mediasi antara customer perception dengan repurchase intention. Kata kunci: Persepsi Pelanggan, Kepercayaan Merek, Niat Membeli Kembali, Smartphone
- The purpose of this study was to determine the effect of customer perceptions on repurchase intentions, the effect of brand trust on repurchase intentions, the effect of customer perceptions on brand trust, and the role of brand trust in mediating customer perceptions of Samsung smartphone users' repurchase intentions. In this study, residents of Denpasar City who use Samsung smartphones are the samples used with the non-probability sampling method. The number of samples taken as many as 100 people. The analytical techniques used are path analysis, Sobel test and VAF test. This study shows the results that there is a positive and significant relationship between customer perceptions and repurchase intentions, a positive and significant relationship between brand trust and repurchase intentions, a positive and significant relationship between customer perceptions and brand trust. Brand trust acts as a mediating variable between customer perceptions and repurchase intentions. Keywords: Customer Perception, Brand Trust, Repurchase Intention, Smartphone