Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Abstrak
Penelitian ini dilakukan berdasarkan fenomena, dan didukung jurnal yang ada sehingga peneliti tertarik melakukan penelitian tentang pengaruh brand image dan perceived quality terhadap customer satisfaction dan repurchase intention. Tujuan penelitian ini adalah menganalisis dan menjelaskan pengaruh brand image terhadap customer satisfaction, perceived quality terhadap customer satisfaction, brand image terhadap repurchase intention, perceived quality terhadap repurchase intention, dan customer satisfaction terhadap repurchase intention. Populasi penelitian ini yaitu member Sophie Paris di BC Laelatul Qomar yang melakukan pembelian minimal sebanyak dua kali dalam kurun waktu tiga bulan terakhir. Sampel dalam penelitian ini sebanyak 82 orang. Teknik pengambilan sampel yang digunakan adalah random sampling. Metode pengumpulan data dengan kuesioner, wawancara dan studi pustaka. Sikap responden diukur dengan dengan skala likert 4 tingkatan dan data yang diperoleh diolah dengan SPSS 23.00 for windows. Analisis data menggunakan analisis deskriptif dan analisis statistik (analisis jalur). Hasil penelitian menunjukkan bahwa terdapat pengaruh signifikan antara brand image terhadap customer satisfaction dan terdapat pengaruh signifikan antara perceived quality terhadap customer satisfaction. Selanjutnya terdapat pengaruh signifikan antara brand image terhadap repurchase intention, terdapat pengaruh signifikan antara perceived quality terhadap repurchase intention, dan terdapat pengaruh signifikan antara customer satisfaction terhadap repurchase intention.
Kata Kunci: Brand Image, Perceived Quality, Customer Satisfaction, Repurchase Intention.
Abstract
This research is based on phenomena, and supported by exisiting journals so that researchers are interested in conducting research on the effect of brand image and perceived quality on customer satisfaction and repurchase intention. The purpose of this study is to analyze and explain the effect of brand image on customer satisfaction, perceived quality on customer satisfaction, brand image on repurchase intention, perceived quality on repurchase intention, and customer satisfaction on repurchase intention. The population of this research is Sophie Paris members in BC Laelatul Qomar who made a minimun purchase twice in the past three months. The sample in this study were 82 people. The sampling technique used is random sampling. Methods of colleting data with questionnaires, interviews and literature. The responden attitude was measured by a 4-tier Likert scale and the data obtained was processed with SPSS 23.00 for Windows. Data analysis used descriptive analysis and statistical analysis (path analysis). The results of the study show that there is a significant influence between brand image on customer satisfaction and there is a significant influence between perceived quality on customer satisfaction. Furthermore, there is a significant influence between brand image and repurchase intention, there is a significant influence between perceived quality on repurchase intention, and there is a significant influence between customer satisfaction on repurchase intention.
Keywords : Brand image, Perceived Quality, Customer Satisfaction, Repurchase Intention.