Pengaruh Kualitas Produk, Celebrity Endorsement, Dan Brand Image Terhadap Minat Beli Kembali Smartphone Yang Dimediasi Oleh Kepuasan Konsumen

Puspitasari, Devika and , Ihwan Susila, S.E., M.Si, Ph.D (2022) Pengaruh Kualitas Produk, Celebrity Endorsement, Dan Brand Image Terhadap Minat Beli Kembali Smartphone Yang Dimediasi Oleh Kepuasan Konsumen. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to determine the effect of product quality, celebrity endorsement, and brand image on smartphone repurchase intention mediated by consumer satisfaction. This study is a quantitative study using the Non Probability Sampling technique, namely people living in the Surakarta area with criteria using smartphones and obtaining as many as 100 respondents. Data collection techniques through the distribution of questionnaires. Data analysis in this study used the SmartPLS version 3.0 application. The data testing techniques used in this study include the outer model consisting of convergent validity, discriminant validity, composite reliability, cornbach's alpha and multicollinearity testing and the inner model consisting of the coefficient of determination, goodness of fit, effect size test (f2), and test hypothesis. The results of this study Product Quality significantly positive effect on consumer goals, Celebrity Endorsement significantly positive effect on consumer goals, Brand Image significantly positive effect on consumer goals significantly positive effect on repurchase intention, Product Quality significantly positive effect on Purchase Intention Back through Consumers, Celebrity Endorsements have a significant positive effect on Buyback Interest through Consumer Goals, Brand image has a significant positive effect on buying interest through Consumer goals

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Product Quality, Celebrity Endorsement, Brand Image, Interest to buy again, Customer Satisfaction.
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	DEVIKA PUSPITASARI
Date Deposited:	09 Aug 2022 01:14
Last Modified:	09 Aug 2022 01:14
URI:	http://eprints.ums.ac.id/id/eprint/102950

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