ANALISIS PENGARUH BRAND IMAGE DAN PERCEIVED USEFULNESS TERHADAP REPURCHASE DECISION BROWSER MOZILLA FIREFOX DENGAN BRAND ATTITUDE SEBAGAI VARIABEL INTERVENING
Abstract: The problems
that occur are a decrease
in the number
of users of
Mozilla Firefox. It is
characterized by the number of users of other web browsers are increased each
month followed by a decline in the number of users of Mozilla Firefox, this
indicates that there is a decrease in the user's decision to use back Mozilla
Firefox. This study aimed to analyze the influence of brand image and perceived
usefulness to the brand attitude and repurchase the decision Mozilla Firefox.
The population used in this study are all users of Mozilla Firefox browser in
Semarang. The sampling technique used was purposive sampling. Criteria samples
taken is the Mozilla Firefox browser in Semarang who have used more than one
month as many as 385 users Mozilla Firefox browser in Semarang. Methods of data
collection in this study using questionnaires and interviews. Methods of data
analysis using path analysis. Based on this research, brand image and perceived
usefulness has a positive influence on brand attitude, brand image and brand
attitude has a positive effect on repurchase decision, while perceived
usefulness repurchase does not affect the decision. Based on the results Sobel
Test note that mediates the effect of brand attitude and brand image perceived
usefulness of the repurchase decision.
Keywords: brand image,
perceived usefulness, brand attitude, repurchase decision
Penulis: Felyna Pramanawati,
Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd170864
