PENGARUH CITRA MERK DAN KEPERCAYAAN TERHADAP MINAT KUNJUNG ULANG, SEBAGAI VARIABEL INTERVENING (STUDI KASUS AHASS ASTRA MOTOR CENTER SEMARANG)

PRAYTINO, EDY (2023) PENGARUH CITRA MERK DAN KEPERCAYAAN TERHADAP MINAT KUNJUNG ULANG, SEBAGAI VARIABEL INTERVENING (STUDI KASUS AHASS ASTRA MOTOR CENTER SEMARANG). Other thesis, STIE BANK BPD JATENG.

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Abstract

The purpose of this study was to analyze the effect of brand image and trust on the intention to revisit motorized vehicle services at Ahas PT. Astra Motor Center Semarang, with customer satisfaction as the intervening variable. The hypothesis of this study is that brand image has a positive and significant effect on customer satisfaction, brand image has a positive and significant effect on intention to revisit, trust has a positive and significant effect on customer satisfaction, trust has a positive and significant effect on intention to revisit, customer satisfaction has a positive and significant effect on intention to revisit. The number of samples in this study were 96 consumers. Then the data collection method is through questionnaires and data analysis using PLS which includes tests of convergent validity, discriminant validity, composite reliability, second order confirmatory factor analysis, F2, R2, SRMR, and hypothesis testing The results of the study show that brand image has a positive and significant effect on customer satisfaction. Brand image has a positive and significant effect on intention to revisit. Trust has a positive and significant effect on customer satisfaction. Trust has a positive and significant effect on intention to revisit. Customer satisfaction has a positive and significant effect on intention to revisit. Customer satisfaction is able to mediate trust in the intention to revisit. Customer satisfaction is able to mediate trust in the intention to revisit.

Item Type:	Thesis (Other)
Additional Information:	Tujuan dari penelitian ini adalah untuk menganalisis pengaruh citra merk dan kepercayaan terhadap minat kunjung ulang service kendaraan bermotor pada Ahas PT. Astra Motor Center Semarang, dengan kepuasan pelanggan sebagai variabel intervening. Hipotesis dari penelitian ini adalah citra merk berpengaruh positif dan signifikan terhadap kepuasan pelanggan, citra merk berpengaruh positif dan signifikan terhadap minat berkunjung ulang,kepercayaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepercayaan berpengaruh positif dan signifikan terhadap minat berkunjung ulang kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat berkunjung ulang.Jumlah sampel dalam penelitian ini adalah 96 konsumen. Kemudian metode pengumpulan data melalui kuesioner dan analisis data mengunakan PLS yang meliputi ujiconvergent validity,discriminant validity,composit reliability,second order confirmatory factor analysis,F 2, R2, SRMR, serta uji hipotesis Hasil penelitian menunjukkan bahwa citra merk berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Citra merk berpengaruh positif dan signifikan terhadap minat berkunjung ulang. Kepercayaan berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepercayaan berpengaruh positif dan signifikan terhadap minat berkunjung ulang. Kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat berkunjung ulang. Kepuasan pelanggan mampu memediasi kepercayaan terhadap minat berkunjung ulang. Kepuasan pelanggan mampu memediasi kepercayaan terhadap minat berkunjung ulang.
Uncontrolled Keywords:	prayitno301
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor H Social Sciences > HN Social history and conditions. Social problems. Social reform
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S1
Date Deposited:	31 Aug 2023 05:11
Last Modified:	31 Aug 2023 05:11
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/1316

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