Pengaruh After Sales Services Terhadap Repurchase Intention Iphone Second Hand di Kota Semarang Melalui Brand Credibility dan Brand Equity

Tigana, ONNY PUTRA (2024) Pengaruh After Sales Services Terhadap Repurchase Intention Iphone Second Hand di Kota Semarang Melalui Brand Credibility dan Brand Equity. Thesis thesis, STIE Bank BPD Jateng.

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Abstract

The purpose of this study was to determine the effect of after sales service on repurchase intention of second hand iPhone products through brand credibility and brand equity. This study is a quantitative study. The population of the study was second hand iPhone consumers in the city of Semarang. The sample of this study was 100 people. The sampling technique used was purposive sampling. The data collection technique was by questionnaire. The analysis tool used was structural equation modeling partial least square. The results of this study indicate that after sales service has a positive and significant effect on repurchase intention of second hand iPhone products, brand credibility and brand equity, and brand credibility and brand equity have a positive and significant effect on repurchase intention of second hand iPhone products. In addition, brand credibility and brand equity mediate the effect of after sales service on repurchase intention of second hand iPhone products. Keyword: after sales service, customer experience, brand credibility, brand equity repurchase intention

Item Type:	Thesis (Thesis)
Additional Information:	Tujuan penelitian ini adalah untuk mengetahui pengaruh after sales service terhadap repurchase intention produk iPhone second hand melalui brand credibility dan brand equity. Penelitian ini merupakan penelitian kuantitatif. Populasi penelitian adalah konsumen iPhone second hand di kota Semarang. Sampel penelitian ini adalah 100 orang. Teknik pengambilan sampling yang digunakan adalah purposive sampling. Teknik pengumpulan data adalah dengan kuesioner. Alat analisis yang digunakan adalah structural equation modelling partial least square. Hasil penelitian ini menunjukkan terdapat after sales service berpengaruh positif dan signifikan terhadap repurchase intention produk iPhone second hand, brand credibility dan brand equity, serta brand credibility dan brand equity berpengaruh positif dan signifikan terhadap repurchase intention produk iPhone second hand. Selain itu brand credibility dan brand equity memediasi pengaruh after sales service terhadap repurchase intention produk iPhone second hand. Kata kunci: after sales service, customer experience, brand credibility, brand equity repurchase intention
Uncontrolled Keywords:	keyword
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HC Economic History and Conditions
Divisions:	Faculty of Law, Arts and Social Sciences > School of Management
Depositing User:	Wisudawan S2
Date Deposited:	13 Sep 2024 12:59
Last Modified:	13 Sep 2024 12:59
URI:	http://eprints.stiebankbpdjateng.ac.id/id/eprint/2335

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