Pengaruh Brand Commitment Terhadap Repurchase Intention Pada Produk Kecantikan

Saraswati, Astrid and , Anton Agus Setyawan, SE., M.Si., (2022) Pengaruh Brand Commitment Terhadap Repurchase Intention Pada Produk Kecantikan. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

Currently, beauty products have become a person's needs so they are easy to find in various parts of Indonesia with many types of brands, one of which is Ms Glow. The rise of competition in the skincare business at this time has become increasingly fierce competition for the beauty industry of Ms. glow. Loyalty is the main key in winning the competition share. This study aims to: (1) determine the effect of Affective Commitment on Repurchase Intention, (2) determine the effect of Continuance Commitment on Repurchase Intention. The population and sample in this study were the people of Solo Raya who used Ms Glow products. This research is a quantitative research using primary data types. Methods of data collection using a questionnaire and sampling in this study using purposive sampling method. With a large sample of 112 respondents, Ms glow beauty products. The data analysis technique used a Confirmatory Factor Analysis (CFA) test tool with the help of SPSS. The results of this study indicate that there is a significant effect on the Affective Commitment variable on Repurchase Intention and a significant influence on Continuance Commitment on Repurchase Intention Consumers of Ms Glow beauty products.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Affective Commitment, Continuance Commitment, Repurchase Intention
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28 Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	ASTRID SARASWATI
Date Deposited:	01 Jul 2022 03:17
Last Modified:	01 Jul 2022 03:17
URI:	http://eprints.ums.ac.id/id/eprint/101162

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