ANALISIS PENGARUH CITRA MEREK, NILAI PELANGGAN, DAN KEPUASAN PELANGGAN TERHADAP MINAT BELI ULANG PELANGGAN TUPPERWARE DI MAGELANG
Abstract: In mid 2015 the
waste management in Magelang is already included in the emergency garbage so it
is recommended to reduce the use of plastics by using a container that is not
directly in the exhaust. However, Tupperware experiencing fluctuating sales
results and a decline in sales in a row in 2014 and 2015. The decline in sales
can occur because of a lack of customer interest to repurchase the Tupperware
brand products. This research aims to find the effect of brand image, customer
perceived value and customer satisfaction to the repurchase intentions. It is
also to find the effect of customer satisfaction in mediating the repurchase
intentions. The research was conducted on consumers who have made purchases of
Tupperware products at least twice in the last three months in the territory of
Magelang. The model was tested based on the questionnaire data on 100
respondents were analyzed using multiple regression analysis, path analysis,
and sobel test. The results showed that both independent variables (brand image
and customer perceived value) positive effect on the variable's customers
satisfaction and also on variable repurchase intentions. Similarly, the
variable customer satisfaction as an intervening variable also has a positive
effect on the variable repurchase intentions. Customer Perceived value is the
variable that has the most influence on the repurchase intentions.
Keywords: Brand Image,
Customer Perceived Value, Customer Satisfaction, Repurchase Intentions
Penulis: Oceani, Sutopo
Kode Jurnal: jpmanajemendd170869
