SKRIPSI MBS

PENGARUH KUALITAS PRODUK, CITRA MEREK DAN BRAND AMBASSADOR TERHADAP MINAT BELI ULANG FRESHCARE AROMATHERAPHY

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ABSTRACK

This research aims to analyze the influence of product quality, brand
image and brand ambassador on repurchase intention in FreshCare
Aromatherapy. The method used in this research is quantitative with a purposive
sampling approach which is part of non-probability sampling with a total of 100
respondents according to the specified sample size. The population used was
undergraduate students at UIN Raden Mas Said Surakarta.
The data collection technique used was by distributing 100 questionnaires
according to the specified sample size. The data analysis technique used is the
multiple linear regression test. Data analysis in this research used SPSS.
The research results show: (1) The product quality variable has a
significant positive effect on the intention to repurchase FreshCare
Aromatherapy. (2) The brand image variable has a significant positive effect on
the intention to repurchase FreshCare Aromatherapy. (3) The brand ambassador
variable has a significant positive effect on the intention to repurchase FreshCare
Aromatherapy. The research results show that the product quality variable has
the highest level of influence on repurchase interest.
Keywords: Product Quality, Brand Image, Brand Ambassador, Repurchase
Intention.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 114 Halaman

Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2X6.3

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Manajemen Bisnis Syariah

Info Detail Spesifik

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Pernyataan Tanggungjawab

Ines Ramadhani

Versi lain/terkait

Lampiran Berkas

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