KARTIKASARI, DEVINI (2025) MENINGKATKAN REPURCHASE INTENTION MELALUI BRAND IMAGE DAN SALES PROMOTION (Studi pada Penjualan DRW Skincare di Danesha Beauty Klinik Kota Serang). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study was conducted with the aim of developing a basic theoretical model and a new empirical research model to resolve the gap in previous research results regarding the role of customer experience and influencer credibility on repurchase intention through brand image and sales promotion. This study uses quantitative descriptive and explanatory methods. The population in this study were the people of Serang City who had purchased DRW skincare products at Danesha Beauty Clinic. The sampling technique in this study was nonprobability sampling with a purposive sampling method with a sample size of 200 respondents. The data analysis technique used Partial Least Square (PLS) using Smart PLS 4.1.0.9 software. The results of the study showed: 1) customer experiencers have a positive and significant effect on repurchase intention. 2) Influencer credibility has a positive but not significant effect. 3) Sales promotion has a positive and significant effect on repurchase intention, 4) customer experience has a positive and significant effect on brand image, 5) influencer credibility has a positive and significant effect on brand image, 6) brand image has a positive and significant effect on repurchase intention, 7) sales promotion does not moderate influencer credibility on repurchase intention, 8) sales promotion does not moderate customer experience on repurchase intention. 9) brand image has a positive and significant effect on customer experience on repurchase intention. 10) Brand image has a positive and significant effect on influencer credibility and repurchase intention
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini dilakukan dengan tujuan untuk mengembangkan model teoritikal dasar dan model penelitian empiris baru untuk menyelesaikan kesenjangan(gap) hasil-hasil peneligtian sebelumnya mengenai peran customer experience dan credibility influencer terhadap repurchase intention melalui brand image dan sales promotion. Penelitian ini menggunakan metode kuantitatif deskriptif dan eksplanatori. Populasi dalam penelitian ini adalah Masyarakat kota Serang yang sudah membeli produk DRW Skincare di Danesha Beauty Klinik. Teknik pengambilan sampel dalam penelitian ini nonprobability sampling dengan metode purposive sampling dengan jumlah sampel berjumlah 200 responden. Teknik analisis data menggunakan Partial Least Square (PLS) dengan menggunakan perangkat lunak Smart PLS 4.1.0.9. Hasil penelitian diketahui: 1) customer experiencer berpengaruh poistif dan significant terhadap repurchse intention. 2) influencer berpengaruh positif namun tidak significant, 3) Sales promotion berpengaruh postif dan siginificnat terhadap repurchase intention, 4) customer experience berpengaruh positif dan significant terhadap brand image, 5) credibility influencer berpengaruh poistif dan significant terhadap brand image, 6) brand image berpengaruh positif dan significant terhadap repurchase intention, 7) sales promotion tidak memoderasi credibility influencer terhadap repurchase intention, 8) sales promotion tidak memoderasi customer experience terhadap repurchase intention. 9) brand image berpengaruh poitif dan significant terhadap customer experience terhadap repurchase intention. 10) Brand image berpengaruh positif dan significant terhadap credibility influencer dan repurchase intention. | |||||||||
| Uncontrolled Keywords: | Customer Experience, Credibility Influencer, Brand Image, Sales Promotion, Repurchase Intention Customer experience, credibility influencer, brand image, sales promotion, repurchase intention | |||||||||
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
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| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08 Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | mrs Devini Kartikasari | |||||||||
| Date Deposited: | 02 Sep 2025 07:39 | |||||||||
| Last Modified: | 02 Sep 2025 07:39 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/53142 |
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