Sukimin, Arif (2021) PENGARUH BRAND EQUITY, KEPERCAYAAN, DAN GAYA HIDUP TERHADAP NIAT BELI ULANG PRODUK IPHONE ( Studi Kasus Pada Konsumen Pengguna iPhone di Semarang ). Undergraduate thesis, Universitas Stikubank.
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Abstract
Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Brand equity, kepercayaan, dan gaya hidup terhadap niat beli ulang produk iPhone. Obyek penelitian dalam penulisan ini yaitu pengguna iPhone di Semarang. Teknik pengambilan sampel yang digunakan adalah metode purposive sampling dengan kriteria responden berusia lebih dari 17 tahun. Sampel dalam penelitian ini sebanyak 100 responden.Teknik pengumpulan data menggunakan metode survei melalui kuesioner. Hasil penelitian ini menghasilkan temuan bahwa secara pasial variabel brand equity dan gaya hidup berpengaruh signifikan terhadap niat beli ulang. Sedangkan variabel kepercayaan berpengaruh tidak signifikan terhadap niat beli ulang. ABSTRACT This study aims to examine and analyze the effect of brand equity, trust, and lifestyle on the repurchase intention of iPhone products. The object of research in this research is iPhone users in Semarang. The sampling technique used was purposive sampling method with the criteria that respondents were more than 17 years old. The sample in this study were 100 respondents. The data collection technique used a survey method through a questionnaire. The results of this study resulted in the finding that the variables of brand equity and lifestyle have a significant effect on repurchase intention. Meanwhile, the trust variable has no significant effect on repurchase intention.
| Item Type: | Thesis (Undergraduate) |
|---|---|
| Additional Information: | SKR.V.05.51.1823-NIM 16.05.51.0191 |
| Uncontrolled Keywords: | Kata Kunci: Brand equity, Kepercayaan, Gaya hidup, dan Niat beli ulang |
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Faculty / Institution: | Fakultas Ekonomika dan Bisnis > Program Studi Manajemen |
| Depositing User: | Lisa Noviani Maghfiroh |
| Date Deposited: | 03 Jun 2021 07:50 |
| Last Modified: | 03 Jun 2021 07:50 |
| URI: | https://eprints.unisbank.ac.id/id/eprint/7775 |
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