PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI ULANG PADA KEDAI KOPI DI BANDAR LAMPUNG

TITANIA, LAVIOLA (2022) PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI ULANG PADA KEDAI KOPI DI BANDAR LAMPUNG. Strata 1 thesis, universitas teknokrat indonesia.

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Abstract

PENGARUH CITRA MEREK DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI ULANG PADA KEDAI KOPI DI BANDAR LAMPUNG Laviola Titania Fakultas Ekonomi dan Bisnis Universitas Teknokrat Indonesia ABSTRAK Tujuan dari penelitian adalah untuk mengetahui serta menganalisis Pengaruh Citra Merek dan Kepercayaan merek terhadap Minat Beli ulang pada kedai kopi di Bandar Lampung. Pada penelitian ini menggunakan metode kuantitatif dengan teknik pengambilan sampel non probability sampling tipe purposive sampling. Populasi dalam penelitian ini konsumen kedai kopi di Bandar Lampung. Jumlah sampel yang digunakan berjumlah 100 responden. Sumber data dalam penelitian ini menggunakan data primer yang di dapat dari penyebaran beberapa pernyataan kepada responden secara online. Teknik analisis yang digunakan dalam penelitian ini yaitu analisis uji regresi linier sederhana. data dalam penelitian ini diolah menggunakan SPSS versi statistic 23. Hasil penelitian menunjukan bahwa berdasarkan uji hipotesis (uji t dan uji f), ketiga hipotesis diterima. Hal ini berarti Citra Merek dan Kepercayaan merek secara parsial berpengaruh positif dan signifikan terhadap Minat beli ulang dan secara simultan Citra Merek dan Kepercayaan merek berpengaruh positif dan signifikan terhadap Minat Beli ulang pada Kedai kopi di Bandar Lampung. Kata Kunci: Citra Merek, Kepercayaan Merek, Minat Beli Ulang THE EFFECT OF BRAND IMAGE AND BRAND TRUST ON REPURCHASING INTEREST IN COFFEE STORE IN BANDAR LAMPUNG Laviola Titania Fakultas Ekonomi dan Bisnis Universitas Teknokrat Indonesia ABSTRACT The purpose of the study was to determine and analyze the effect of brand image and brand trust on repurchase intention at a coffee shop in Bandar Lampung. In this study using quantitative methods with non-probability sampling techniques purposive sampling type sampling. The population in this study is coffee shop consumers in Bandar Lampung. The number of samples used amounted to 100 respondents. Sources of data in this study using primary data obtained from the distribution of several statements to respondents online. The analysis technique used in this research is simple linear regression analysis. the data in this study were processed using SPSS statistical version 23. The results showed that based on the hypothesis test (t test and f test), all three hypotheses were accepted. This means that Brand Image and Brand Trust partially have a positive and significant effect on repurchase intention and simultaneously Brand Image and Brand Trust have a positive and significant effect on repurchase interest at a coffee shop in Bandar Lampung. Keywords: Brand image, Brand trust, repurchase intention

Item Type: Thesis (Strata 1)
Uncontrolled Keywords: Brand image, Brand trust, repurchase intention
Subjects: MANAJEMEN > Konflik Dan Manajemen Konflik
Divisions: Fakultas Ekonomi dan Bisnis > S1 Manajemen
Depositing User: Asep Haikal Kurniawan S.IP., M.A
Date Deposited: 24 Oct 2022 07:59
Last Modified: 24 Oct 2022 07:59
URI: http://repository.teknokrat.ac.id/id/eprint/3906

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