SKRIPSI MBS

Analisis Pengaruh Kepuasan Konsumen, Promosi Penjualan, dan Citra Merek terhadap Niat Pembelian Ulang Produk Wardah di Surakarta

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ABSTRACT

This research aims to determine the influence of customer satisfaction, sales
promotion, and brand image on repurchase intention. This research was conducted
using a quantitative method, with a sample size of 120 respondents taken from
Wardah consumers in the city of Surakarta. Data collection techniques were
employed using questionnaires. Data analysis was performed using multiple linear
regression analysis, with t statistic testing as a hypothesis test.
Based on the research findings, it can be concluded that customer satisfaction

has a positive and significant effect on repurchase intention with a calculated t-
value > critical t-value (3.683 > 1.658), at a significance level of 0.000; sales

promotion has a positive and significant effect on repurchase intention with a
calculated t-value > critical t-value (4.139 > 1.658), at a significance level of
0.000; brand image has a positive and significant effect on repurchase intention,
with a calculated t-value > critical t-value (2.340 > 1.658), at a significance level
of 0.021.
Keywords: Customer Satisfaction, Sales Promotion, Brand Image, Repurchase
Intention.

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Ketersediaan

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Informasi Detail

Judul Seri

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No. Panggil

2X6.3 ANA a 24

Penerbit

SUKOHARJO : Manajemen Bisnis Syariah_UIN RM Said., 2024

Deskripsi Fisik

21 cm, 111 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

Ananda Meisya Putri

Versi lain/terkait

Lampiran Berkas

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