Darmawan PY, Iyus (2025) PERAN PRICE PERCEPTION DAN BRAND IMAGE DALAM MENINGKATKAN REPURCHASE DECISION (Studi Pada PT Sucofindo (Persero) – Cabang Cilegon). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study analyses the influence of price perception and brand image on repurchase decision, with customer satisfaction as a mediating variable, at PT Sucofindo (Persero) Cilegon Branch. This study aims to examine both the direct influence of price perception and brand image, as well as the indirect influence through customer satisfaction, on repurchase decision. Quantitative methods are used for Structural Equation Modeling—Partial Least Squares (SEM-PLS) analysis. The research was conducted by distributing questionnaires to respondents who were managerial customers who had made repeat purchase. Data were analysed using SmartPLS 3.2.9 software to test the relationships between variables and the proposed mediation effects in the research model. The research results indicate that price perception and brand image have a positive and significant influence on repurchase decision. The findings also revealed that customer satisfaction acts as a partial mediator in the relationship between price perception and brand image with repurchase decision. The practical implications of this research emphasise that to increase repurchase decision, PT Sucofindo needs to maintain and improve a good and competitive price perception and maintain brand image through consistent brand communication to drive customer satisfaction.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Penelitian ini menganalisis pengaruh price perception dan brand image terhadap keputusan repurchase decision dengan customer satisfaction sebagai variabel mediasi pada PT Sucofindo (Persero) Cabang Cilegon. Penelitian ini bertujuan untuk menguji baik pengaruh langsung persepsi harga dan citra merek maupun pengaruh tidak langsung melalui kepuasan pelanggan terhadap keputusan pembelian ulang. Metode kuantitatif digunakan untuk analisis Structural Equation Modeling— Partial Least Squares (SEM-PLS). Penelitian dilakukan melalui penyebaran kuesioner kepada responden yang merupakan pelanggan manajerial yang melakukan telah pembelian ulang. Data dianalisis menggunakan perangkat lunak SmartPLS 3.2.9 untuk menguji hubungan antar variabel dan efek mediasi yang diusulkan dalam model penelitian. Hasil penelitian menunjukkan bahwa price perception dan brand image berpengaruh positif dan signifikan terhadap repurchase decision. Temuan juga mengungkapkan bahwa customer satisfaction berperan sebagai mediasi parsial dalam hubungan antara price perception dan brand image dengan repurchase decision. Implikasi praktis dari penelitian ini menekankan bahwa untuk meningkatkan repurchase decision, PT Sucofindo perlu mempertahankan dan meningkatkan price perception yang baik dan kompetitif dan menjaga brand image melalui komunikasi merek yang konsisten untuk mendorong customer satisfaction bagi para pelanggan. | |||||||||
| Uncontrolled Keywords: | Price Perception, Brand Image, Customer Satisfaction, Repurchase Decision Price Perception, Brand Image, Customer Satisfaction, Repurchase Decision | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 08 Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Iyus Darmawan PY | |||||||||
| Date Deposited: | 24 Dec 2025 06:48 | |||||||||
| Last Modified: | 24 Dec 2025 06:48 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/56921 |
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