ALIFTIA, ALFINA ZAHRA (2024) PERAN MEDIASI BRAND IMAGE DAN BRAND TRUST PADA PENGARUH PRODUCT INNOVATION TERHADAP REPURCHASE INTENTION (Studi pada Mahasiswa/i Konsumen Coklat Delfi di Universitas Sultan Ageng Tirtayasa). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This research aims to determine the mediating role of brand image (Z1) and brand trust (Z2) on product innovation (X1) on purchase intention (Y) among Delfi chocolate consumers at Sultan Ageng Tirtayasa University. The research method used is quantitative. This research collects data based on questionnaires and literature study. The population in this study were Delfi chocolate consumers at Sultan Ageng Tirtayasa University. The sample for this research consisted of 140 respondents using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the SmartPLS 4.1.0.0 analysis tool. This research has the following results: (1) Product Innovation has a positive and significant effect on Repurchase Intention. (2) Brand Image has a positive and significant effect on Repurchase Intention. (3) Brand Trust has a positive but not significant effect on Repurchase Intention. (4) Product Innovation has a positive and significant effect on Brand Image (5) Product Innovation has a positive and significant effect on Brand Trust. (6) Brand Image is able to mediate Product Innovation on Repurchase Intention (7) Brand Trust has not been able to mediate Product Innovation on Repurchase Intention. Keywords: Product Innovation, Brand Image, Brand Trust and Repurchase Intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran mediasi brand image (Z1) dan brand trust (Z2) pada product innovation (X1) terhadap purchase intention (Y) pada konsumen coklat Delfi di Universitas Sultan Ageng Tirtayasa. Metode penelitian yang digunakan adalah kuantitatif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah konsumen coklat Delfi di Universitas Sultan Ageng Tirtayasa. Sampel penelitian ini berjumlah 140 responden dengan penarikan purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan alat analisis SmartPLS 4.1.0.0. Penelitian ini memiliki hasil : (1) Product Innovation berpengaruh positif dan signifikan terhadap Repurchase Intention. (2) Brand Image berpengaruh positif dan signifikan terhadap Repurchase Intention. (3) Brand Trust berpengaruh positif namun tidak signifikan terhadap Repurchase Intention. (4) Product Innovation berpengaruh positif dan signifikan terhadap Brand Image (5) Product Innovation berpengaruh positif dan signifikan terhadap Brand Trust. (6) Brand Image mampu memediasi Product Innovation terhadap Repurchase Intention (7) Brand Trust belum mampu memediasi Product Innovation terhadap Repurchase Intention. Kata Kunci: Product Innovation, Brand Image, Brand Trust dan Repurchase Intention. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen | |||||||||
| Depositing User: | ALFINA Alfina Zahra Aliftia | |||||||||
| Date Deposited: | 01 Aug 2024 15:50 | |||||||||
| Last Modified: | 05 Aug 2024 13:52 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/39997 |
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