ANALISIS PENGARUH KUALITAS PRODUK DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI ULANG YANG DIMEDIASI OLEH KEPUASAN KONSUMEN (Pada Konsumen Samsung Smartphone di Undip)
Abstract: In the current era
of globalization Smartphone has become part of the primary needs of society.
This matter causes a tight competition among the Smartphone manufacturers
across the World, especially in Indonesia. Among those phenomenon, Samsung
Smartphone preciselly had been decreased their market share in recent years.
This research aims to determine the factors that affect costumer repurchase
intention of Samsung Smartphone to win the market and increase market share of
the company.
In this research the technique used in data retrieval is non probabillity
sampling with purposive sampling. Populations and samples in this research are
Undip students who have made purchases
of Samsung Smartphone
products that are
known or can
be found directly
by researchers. This research using 100 respondents which are the
Student across all Faculty in Diponegoro University. The data were collected by
using questionnaires. The analysis and interpretation technique that being used
is Multiple Regression Analysis, according to the model developed in this
research, and operated through SPSS program version 21.
The result of the research indicate that Product Quality and Brand Trust
have an Positive impact on Customer Satisfaction. Than Product Quality, Brand
Trust and Customer Satisfaction have an Positive impact on Customer repurchase
intention. Customer satisfaction was the highly influenced variable toward
customer repurchase intention.
Keywords: product quality,
brand trust, costumer satisfaction, repurchase intention
Penulis: Hudzaifah, Idris
Idris
Kode Jurnal: jpmanajemendd180419
