PENGARUH CITRA MEREK DAN CUSTOMER EXPERIENCE TERHADAP MINAT BELI ULANG PELANGGAN BOLT! (Survei pada Pengunjung Mall Ambasador ITC Kuningan Jakarta)
Daftar Isi:
- ABSTRACT Dea Carla Nogati. The Influence Of Brand Image And Customer Experience Toward Consumer Repurchase Intention Of Bolt. Skripsi, Jakarta: Marketing Management Concentration, Management Over the Study Program, Department of Management, Faculty of Economics, State University of Jakarta.2015. The purposes of this reserach are: 1) to know determine the description of the brand image, customer experience, and repurchase intention. 2) test the influence of brand image toward repurchase intention of Bolt. 3) test the influence of customer experience toward repurchase intention of Bolt. 4) test the influence of brand image and customer experience toward together repurchase intention of Bolt. Sampels in this research is visitors itc kuningan mall jakarta who had used Bolt. The number of sample in this research are 180 respondent. This research uses descriptive and explanatory research with multiple regression analysis technique, and a data anlysis tools uses SPSS version 22. The results of examine hypotesis shows: 1) there is significant influence from brand image to repurchase intention with the significantly value of 0,000 and R square 38,1%. 2) there is significant influence from customer experience to repurchase intention with the significantly value of 0,000 and R square 25,4%. 3) there is significant influence from brand image and customer experience to repurchase intention with the significantly value of 0,000, Fhitung 78,683 and R square 47,1%. Keywords: Brand Image, Customer Experience, Repurchase Intention