Rahmawan, Triyoga and , Ir. Irmawati, S.E, M.Si (2024) Analisis Pengaruh Wom (Word Of Mouth) Dan Product Quality Terhadap Minat Pembelian Ulang Dengan Brand Image Sebagai Variable Intervening (Studi Kasus Pada Konsumen Teh Gardoe Di Surakarta). Skripsi thesis, Universitas Muhammadiyah Surakarta.
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Abstract
This study aims to analyze the influence of word of mouth and product quality on repurchase intention, mediated by brand image, among consumers of Teh Gardoe. The research adopts a quantitative approach, with data sourced from questionnaires distributed to Teh Gardoe consumers. The sample size obtained in this study consists of 100 respondents. The method used in this research is Structural Equation Modeling with SmartPLS software. The results of the study indicate that word of mouth and product quality have a significant positive influence on brand image. Additionally, word of mouth and brand image have a significant positive influence on repurchase intention, while product quality does not directly affect repurchase intention. Both word of mouth and product quality have a positive influence on repurchase intention through brand image as a mediating variable.
| Item Type: | Thesis (Skripsi) |
|---|---|
| Uncontrolled Keywords: | Minat Pembelian Ulang, Word of Mouth, Product Quality, Brand Image. |
| Subjects: | H Social Sciences > HD Management, Business and Labor > Management H Social Sciences > HD Management, Business and Labor > Management > Marketing Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | TRIYOGA RAHMAWAN |
| Date Deposited: | 21 Aug 2024 07:32 |
| Last Modified: | 21 Aug 2024 07:32 |
| URI: | http://eprints.ums.ac.id/id/eprint/127460 |
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