Pengaruh perceived quality, brand image, brand trust dan satisfaction yang dimoderasi oleh gender terhadap repurchase intention (studi pada pembelian online sepatu olahraga merk Adidas di Jabodetabek)
Daftar Isi:
- Penelitian ini bertujuan untuk mengetahui pengaruh perceived quality, brand image, brand trust dan satisfaction yang dimoderasi oleh gender terhadap repurchase intention. Pengumpulan data penelitian dilakukan melalui penyebaran e-questionnaire kepada para responden yang berdomisili di wilayah JaBoDeTaBek yang menggunakan internet sebagai sarana berbelanja dan pernah melakukan pembelian sepatu olahraga merek Adidas secara online. Jumlah sampel yang digunakan adalah 400 responden dan menggunakan non-probability sampling sebagai metode penarikan sampel dengan teknik purposive sampling serta metode analisis data yang digunakan adalah SEM dengan menggunakan software SmartPLS versi 3.0. Hasil penelitian ini menyatakan brand trust berpengaruh positif dan didukung terhadap repurchase intention, satisfaction berpengaruh positif dan didukung terhadap repurchase intention dan gender berpengaruh positif dan didukung terhadap repurchase intention, sedangkan brand image berpengaruh negatif dan tidak didukung terhadap repurchase intention serta perceived quality berpengaruh negatif dan tidak didukung terhadap repurchase intention. / This study aims to determine the effect of perceived quality, brand image, brand trust and satisfaction moderated by gender on repurchase intention. Research data collection was carried out through the distribution of e-questionnaires to respondents who live in the JaBoDeTaBek area who use the internet as a means of shopping and have made purchases of Adidas brand sports shoes online. The number of samples used was 400 respondents and using non-probability sampling as a sampling method with a purposive sampling technique and the data analysis method used was SEM using SmartPLS software version 3.0. The results of this study stated that brand trust has a positive effect and is supported on repurchase intention, satisfaction has a positive effect and is supported on repurchase intention and gender has a positive effect and is supported on repurchase intention, whereas brand image has a negative effect and is not supported on repurchase intention and perceived quality has a negative effect and is not supported against repurchase intention.