ANALISIS MODEL KEPUASAN TERHADAP PEMBELIAN ULANG

Abstract

Tujuan penelitian ini yaitu untuk menguji pengaruh brand equity, nilai pelanggan dan lifestyle yang dimediasi kepuasan konsumen terhadap pembelian ulang produk gadget di Kota Semarang. Responden dalam penelitian ini adalah seluruh konsumen yang telah melakukan pembelian produk gadget merek Samsung, sebanyak 120 orang. Teknik sampling yang digunakan yaitu purposive sampling. Teknik analisis yang digunakan yaitu Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa terdapat pengaruh brand equity terhadap kepuasan, namun dalam konteks lifestyle dan nilai pelanggan tidak ada pengaruh terhadap kepuasan. Sedangkan kepuasan menunjukkan adanya pengaruh terhadap pembelian ulang. Diharapkan dari hasil penelitian ini mampu meningkatkan pembelian ulang melalui brand equity, lifestyle dan nilai pelanggan dalam konteks kepuasan. The objective of the research was to test the influence of brand equity, customer value and lifestyle which were mediated by consumer satisfaction toward re-purchasing of gadget products in Semarang. The respondents of the study were all consumers who have purchased Samsung gadget products. It was a purposive sampling study with 120 respondents. The data were analyzed by Partial Least Square (PLS). The result of the study showed that there was an influence of brand equity toward satisfaction, but in the lifestyle context and customer value did not give any influence toward satisfaction. Whereas; the satisfaction gave influence toward re-purchase. It is expected that this study can increase the repurchase through brand equity, lifestyle and customer values in the satisfaction context.

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