Pengaruh Kepercayaan Merek, Citra Merek, Dan Kepuasan Merek Terhadap Intensi Pembelian Ulang Dimediasi Oleh Loyalitas Merek Miniso Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Kusumajaya, Dimas Haidar
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-02-15 04:34:08
Abstract :
Indonesia opens opportunities for foreign investors to enter the domestic retail market to dominate supermarkets and e-commerce. Starting from this, the level of competition in the business sector in Indonesia has increased, especially in the global market in the modern retail sector. Miniso is the most expansive modern retail and is the target of the Indonesian people. This study aims to examine the effect of brand trust, brand image, and brand satisfaction on repurchase intention mediated by brand loyalty Miniso in Surabaya. Respondents involved in this study were 290 people who were selected by purposive sampling with the criteria of a minimum 6 month subscription to the Miniso brand, a minimum age of 17 years, and domiciled in the city of Surabaya. The data collection method in this study used a questionnaire which was distributed offline in the form of a questionnaire sheet containing statement items and online in the form of a Google Form link via WhatsApp, e-mail, or Instagram. Data analysis used Partial Least Square Structural Equation Modeling (PLS-SEM) and tested using the WarpPLS 7.0 program and descriptive analysis tested using IBM SPSS Statistics 25.0 Program.. The results of the study show that: (1) brand loyalty has a full mediation role in the relationship between brand trust and full brand purchase intention; (2) brand loyalty has a partial mediation role in the relationship between brand image and repurchase intention; (3) brand loyalty has a partial mediation role in the relationship between brand satisfaction and repurchase intention.
Indonesia opens opportunities for foreign investors to enter the domestic retail market to dominate supermarkets and e-commerce. Starting from this, the level of competition in the business sector in Indonesia has increased, especially in the global market in the modern retail sector. Miniso is the most expansive modern retail and is the target of the Indonesian people. This study aims to examine the effect of brand trust, brand image, and brand satisfaction on repurchase intention mediated by brand loyalty Miniso in Surabaya. Respondents involved in this study were 290 people who were selected by purposive sampling with the criteria of a minimum 6 month subscription to the Miniso brand, a minimum age of 17 years, and domiciled in the city of Surabaya. The data collection method in this study used a questionnaire which was distributed offline in the form of a questionnaire sheet containing statement items and online in the form of a Google Form link via WhatsApp, e-mail, or Instagram. Data analysis used Partial Least Square Structural Equation Modeling (PLS-SEM) and tested using the WarpPLS 7.0 program and descriptive analysis tested using IBM SPSS Statistics 25.0 Program.. The results of the study show that: (1) brand loyalty has a full mediation role in the relationship between brand trust and full brand purchase intention; (2) brand loyalty has a partial mediation role in the relationship between brand image and repurchase intention; (3) brand loyalty has a partial mediation role in the relationship between brand satisfaction and repurchase intention.
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