PENGARUH KEPUASAN KONSUMEN DAN KEPERCAYAAN MEREK PADA NIAT PEMBELIAN ULANG YANG DIMODERASI OLEH INVOLVEMENT
| Main Authors: | , RR. Siti Muslikhah, SE., , Prof. Dr. Basu Swastha Dharmmesta, M.B.A., Ph.D. |
|---|---|
| Format: | Thesis NonPeerReviewed |
| Terbitan: |
[Yogyakarta] : Universitas Gadjah Mada
, 2014
|
| Subjects: | |
| Online Access: |
https://repository.ugm.ac.id/128764/ http://etd.ugm.ac.id/index.php?mod=penelitian_detail&sub=PenelitianDetail&act=view&typ=html&buku_id=69130 |
Daftar Isi:
- This study aimed to examine the effect of customer satisfaction on repurchase intention either directly or through the mediation of brand trust and involvement moderation. Laptop product category represents a category of products with a high level of involvement and the radio product categories representing a category of products with a low level of involvement. To test this hypothesis quantitatively performed, the data obtained through a survey of 203 respondents. The sampling method nonprobability sampling is purposive sampling method. Validity testing is done with the Confirmatory Factor Analysis (CFA) whereas reliability testing is done with the item to total correlation and Cronbach 's alpha. As for testing the influence between the variables used hierarchical regression analysis, analysis of mediation and moderation Baron and Kenny (1986) and also uses sub-group analysis. The results of this study are that the customer satisfaction have a significant effect on brand trust, brand trust have a significant effect on repurchase intention. This study also proves that significantly affect customer satisfaction on repeat purchase intention either directly or indirectly, ie mediated by brand trust and involvement moderated. The role of mediation and moderasinya is partial . To test the role of moderating variables that involvement both high and low, both act as a moderating variable with strengthening properties between consumer satisfaction and brand trust.