Pengaruh Perceived Quality Dan Brand Reputation Terhadap Repurchase Intention Pada Reviewers Sepatu Bata Aplikasi Shopee

Bambang Widjajanta, Agus Rahayu, Audra Salsabila

Abstract


Tujuan dari penelitian ini untuk menguji dan menganalisis perceived quality, brand reputation dan repurchase intention pada Sepatu Bata Aplikasi Shopee. Populasi dalam penelitian ini adalah reviewers Sepatu Bata Shopee dengan jumlah responden sebanyak 400 reviewers. Metode yang digunakan dalam penelitian ini adalah explanatory survey untuk mengeksplorasi situasi masalah. Teknik sampling yang digunakan ialah simple random sampling dengan menggunakan path analysis. Hasil perceived quality dan brand reputation menghasilkan pengaruh positif terhadap repurchase intention.


Keywords


Perceived Quality, Brand Reputation, Repurchase Intention

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References


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DOI: https://doi.org/10.17509/strategic.v20i1.27094

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