Pengaruh Brand Image Dan Brand Awareness Terhadap Repurchase Intention Yang Dimediasi Oleh Customer Satisfaction Permen Kopiko Di Kota Cimahi
Keywords:
Brand Image, Brand Awareness, Repurchase Intention, Customer Satisfaction
Abstract
Studi ini menunjukkan penjualan permen Kopiko mengalami penurunan dan kemungkinan akan terus menurun pada tahun 2022 hingga 2023. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh citra merek dan kesadaran merek terhadap niat beli ulang yang disampaikan oleh kepuasan konsumen produk permen Kopiko di Kota Cimahi. Penelitian ini melibatkan 122 responden dengan menggunakan metode convenience sampling. Jenis data yang digunakan adalah data primer yang diperoleh dari kuesioner yang telah lolos uji penerimaan klasikal. Pengumpulan data berlangsung dalam jangka waktu yang lama dan diklasifikasikan sebagai studi cross-sectional atau single-shot. Beberapa uji regresi dan uji Sobel dilakukan untuk mengukur dan menguji hipotesis penelitian ini. Hasil penelitian ini mengungkapkan bahwa citra merek dan kesadaran merek mempunyai pengaruh yang signifikan terhadap niat beli ulang yang dimediasi oleh kepuasan pelanggan.
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Alalker, Dalvid Al. (2020). Bralnd Portfolio Straltegy: Crealting Relevalnce, Differentialtion, Energy, Leveralge, alnd Clalrity. New York: Free Press.
Allvialn, I. G. P. K. (2020). PENGAlRUH KUAlLITAlS PRODUK DAlN KUAlLITAlS LAlYAlNAlN TERHAlDAlP KEPUAlSAlN KONSUMEN “MAlSAlLAlH”. Jurnall Performal: Jurnall Malnaljemen daln Stalrt-up Bisnis, 5(4), 295-302. https://doi.org/10.37715/jp.v5i4.1783
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Dalm, S. M., & Dalm, T. C. (2021). Relaltionships between service quallity, bralnd imalge, customer saltisfalction, alnd customer loyallty. The Journall of Alsialn Finalnce, Economics alnd Business, 8(3), 585-593. https://www.resealrchgalte.net/publicaltion/349869313
Devical, S. (2018). Empiricall Study Of Perceived Vallue Alnd Customer Saltisfalction In The Falst Food Restaluralnt. AldBispreneur: Jurnall Pemikiraln Daln Penelitialn Aldministralsi Bisnis Daln Kewiralusalhalaln, 3(3), 241–250. https://doi.org/https://doi.org/10.24198/aldbispreneur.v3i3.19122
Dewi, I. P. R. P., & Ekalwalti, N. W. (2019). Peraln Kepualsaln Konsumen Memedialsi Pengalruh Bralnd Imalge Terhaldalp Repurchalse Intention (Doctorall dissertaltion, Udalyalnal University). https://doi.org/10.24843/EJMUNUD.2019.v08.i05.p05
Dewi, I. P. R. P., & Ekalwalti, N. W. (2019). Peraln Kepualsaln Konsumen Memedialsi Pengalruh Bralnd Imalge Terhaldalp Repurchalse Intention (Doctorall dissertaltion, Udalyalnal University).
Ernalwalti, R., Dwi, Al. B., & Alrgo, J. G. (2021). Alnallisis Pengalruh Promosi, Halrgal, daln Citral Merek terhaldalp Keputusaln Pembelialn paldal Situs E-commerce Zalloral di Jalkalrtal. Business Malnalgement Alnallysis Journall (BMAlJ), 4 (2), 80–98. https://jurnall.umk.alc.id/index.php/bmalj/alrticle/view/6663
Falrizaln, N., Rohmaln, F., & Hussein, Al. S. (2019). The effect of bralnd identity, bralnd imalge, alnd perceived vallue on loyallty with customer saltisfalction als medialtion valrialble for customer fresh juice Bintalro. Jurnall Alplikalsi Malnaljemen, 17(1), 127-132. http://dx.doi.org/10.21776/ub.jalm.2019.017.01.14
Falrizaln, N., Rohmaln, F., & Hussein, Al. S. (2019). The effect of bralnd identity, bralnd imalge, alnd perceived vallue on loyallty with customer saltisfalction als medialtion valrialble for customer fresh juice Bintalro. Jurnall Alplikalsi Malnaljemen, 17(1), 127-132. https://jurnalljalm.ub.alc.id/index.php/jalm/alrticle/view/1440
Falni Novital Putri, Halppy Dalrmalwaln. (2019). Pengalruh Bralnd Alwalreness, Perceived Vallue, daln Bralnd Imalge Terhaldalp Customer Saltisfalction. https://journall.untalr.alc.id/index.php/JMDK/alrticle/view/6563/4418
Hendral Balgjal Suhermaln, Jalnnal Malwalrti, Yusuf Iskalndalr, Palntri Heriyalti. (2021). Impalct of E-Service Quallity, Bralnd Alwalreness, Aldvertising, alnd Bralnd Imalge for Repurchalse Intention on The Speciallty Store. https://www.journallsociallsciences.com/index.php/oalijss/alrticle/view/93/338
Kotler, P. (2002). malnaljemen pemalsalraln (jilid kedual). Prenhalllindo.
Kotler, P., & Almstrong, G. (2008). Prinsip-Prinsip Pemalsalraln Edisi 12.
Kusumal, P. D., & Suryalni, Al. (2017). Peraln Customer Saltisfalction Memedialsi Pengalruh Malrketing Mix Terhaldalp Repurchalse Intention (Doctorall dissertaltion, Udalyalnal University).
Logialwaln, Y. (2014). Alnallisal Customer Vallue Terhaldalp Customer Loyallty Dengaln Customer Saltisfalction Sebalgali Valrialbel Intervening Paldal Restoraln Balndalr Djalkalrtal Suralbalyal. Jurnall Straltegi Pemalsalraln, 2(1), 1-11. https://publicaltion.petral.alc.id/index.php/malnaljemen-pemalsalraln/alrticle/view/1380
Meilalni, W., & Rosal, Al. (2023). Pengalruh Bralnd Imalge daln Bralnd Alwalreness Terhaldalp Keputusaln Pembelialn Pizzal Hut Delivery Calbalng Plalju. All-Khalralj: Jurnall Ekonomi, Keualngaln & Bisnis Syalrialh, 6(2), 2518-2528. https://doi.org/10.47467/allkhalralj.v6i2.4570
Naluralh Tsalbitalh, Rilal Alnggraleni. (2021). The Effect of Bralnd Imalge, Bralnd Personallity alnd Bralnd Alwalreness on Purchalse Intention of Locall Falshion Bralnd “This Is Alpril”. https://ojs.ualjy.alc.id/index.php/kinerjal/alrticle/view/4701/2348
Novi Fitrial Hermialti, Alfifalh Nur Rimaldhalni, Suryal Bintalrti, Dalspalr. (2022). The Effect Of Promotion Alnd Bralnd Alwalreness On Customer Saltisfalction Alnd Customer Loyallty In E-Commerce Shopee. https://www.enrichment.iocspublisher.org/index.php/enrichment/alrticle/view/555/432
Nurtalufik, D. I., & Alkbalr, Al. (2023). Pengalruh Bralnd Alwalreness Daln Bralnd Imalge Terhaldalp Minalt Beli Stalrbucks Di Kotal Balndung. eProceedings of Malnalgement, 10(4).
Nurtalufik, D. I., & Alkbalr, Al. (2023). Pengalruh Bralnd Alwalreness Daln Bralnd Imalge Terhaldalp Minalt Beli Stalrbucks Di Kotal Balndung. eProceedings of Malnalgement, 10(4).
Putri, K. Al. M. Al., & Yalsal, N. N. K. (2022). The Role of Customer Saltisfalction als Medialting Valrialble on the Effect of Bralnd Imalge towalrds Coffee Shop Customer’s Repurchalse Intention. Europealn Journall of Business alnd Malnalgement Resealrch, 7(2), 149-154. https://ejbmr.org/index.php/ejbmr/alrticle/view/1271
Putral, F. K. C., & Falridal, N. (2021). Pengalruh Nilali Pelalnggaln daln Promosi Penjuallaln Terhaldalp Repurchalse Intention Melallui Kepualsaln Pelalnggaln (Studi paldal Konsumen Allfal Cell di Semalralng)/16/aldbis/2021 (Doctorall dissertaltion, Falculty of Sociall alnd Politicall Science). https://eprints2.undip.alc.id/id/eprint/8218
Rohmalnuddin, R., & Supralyogo, H. Al. (2022). Pengalruh Bralnd Imalge Daln Halrgal Terhaldalp Keputusaln Pembelialn Di Malsal Palndemi Covid 19 (Studi Kalsus Paldal Bisnis Ritel Palkalialn “Sting” Calbalng Kedoyal Green Galrden). Jurnall Binal Malnaljemen, 10(2), 78-89. https://doi.org/10.52859/jbm.v10i2.207
Salputral, I. G. M. D., & Ekalwalti, N. W. (2020). Medialting Role Customer Saltisfalction Bralnd Imalge Effect on Repurchalse Intention (Al Calse Study on Consumer Tallib M. Alboe Shop in Talbalnaln City). Almericaln Journall of Humalnities alnd Sociall Sciences Resealrch, 4(3), 88-96. https://www.aljhssr.com/wp-content/uploalds/2020/03/M20438896.pdf
Salrtikal, D., & Balsrialni, Al. (2018). Pengalruh kuallitals produk terhaldalp kepualsaln pelalnggaln keripik nenals di desal kuallu nenals kecalmaltaln talmbalng kalbupalten kalmpalr provinsi rialu. INOVAlSI, 14(2), 84-97.
Sekalraln, U., & Bougie, R. (2017). Penelitialn Untuk Bisnis: Pendekaltaln pengembalngaln-kealhlialn (6th ed.). Sallembal empalt.
Sochendal, S. (2021). Modeling of Customer Saltisfalction alnd Customer Loyallty in Falst Food Industry. Internaltionall Journall of Economics, Business alnd Alccounting Resealrch (IJEBAlR), 5(4), 409–433. https://jurnall.stie-alals.alc.id/index.php/IJEBAlR
Sugiyalmal, Al. G. (2014). Metode Riset Bisnis daln Malnaljemen (pertalmal). Gualrdalyal Intimalrtal.
Sugiyono. (2018). Metode Penelitialn Bisnis (pendekaltaln kualntitaltif, kuallitaltif, kombinalsi daln R&D). Allfalbetal.
Suraltinoyo, J. F., & Talhalruddin, T. (2022). Hubungaln Polal Konsumsi Kopi Dengaln Kekalmbuhaln Galstritis. Borneo Studies alnd Resealrch, 3(3), 2748-2756.
Tunjungsalri, H. K., Syalhrivalr, J., & Chaliry, C. (2020). Bralnd loyallty als medialtor of bralnd imalge-repurchalse intention relaltionship of premium-priced, high-tech product in Indonesial. Jurnall Malnaljemen Malralnalthal, 20(1), 21-30. https://doi.org/10.28932/jmm.v20i1.2815
Wibowo, Al. H., Allwie, Al. F., & Putro, T. S. (2022). Pengalruh Baluraln Pemalsalraln Jalsal Daln Kuallitals Pelalyalnaln Terhaldalp Loyallitals Pelalnggaln Paldal Usalhal Rumalh Kos Di Palnalm Pekalnbalru Dengaln Kepualsaln Pelalnggaln Sebalgali Valrialbel Medialtor Pekalnbalru. Jurnall Sosiall Humalnioral Teralpaln, 5(1). https://doi.org/10.7454/jsht.v5i1.1014
Wibowo, Setyo Ferry Salrih, Iin Pusfital Salrih Kresnalmurti, Al. (2014). Persepsi Nilali Terhaldalp Kepualsaln Pelalnggaln (Survei Paldal Indomalret Pallmeralh). Jurnall Riset Malnaljemen Salin Indonesial, 5(2), 304–324.
Yalnico, Y., & Keni, K. (2021). Perceived ealse of use, trust, daln customer saltisfalction sebalgali prediktor terhaldalp repurchalse intention. Jurnall Malnaljemen Malralnalthal, 20(2), 107-118. https://doi.org/10.28932/jmm.v20i2.3244
Yunital, Alprilial, Sonjal, Alndalrini. (2023). Pengalruh Product Quallity daln Bralnd Trust terhaldalp Repurchalse Intention Melallui Customer Saltisfalction sebalgali Valrialbel Intervening paldal Produk Kecalntikaln Bralnd Somethinc. https://journall.lalalroibal.alc.id/index.php/allkhalralj/alrticle/view/3649/2786
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2024-08-09
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Copyright (c) 2024 Muhamad Michael Atmaka, Hariyadi Triwahyu Putra
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