Pengaruh service quality dan brand image serta customer value terhadap customer satisfaction dan repurchase intention
DOI:
https://doi.org/10.30872/jimm.v8i2.10891Keywords:
Service quality, brand image, customer value, customer satisfaction, repurchase intentionAbstract
Penelitian ini bertujuan untuk mengetahui pengaruh service quality dan brand image serta customer value terhadap customer satisfaction dan repurchase intention di Kedai Mie Setan Samarinda periode 2020. Pengambilan sampel menggunakan non probability sampling dengan teknik convience sampling dan data didapatkan langsung dari 34 pelanggan yang memenuhi kriteria penelitian. Alat analisis yang digunakan dalam penelitian ini adalah partial least square (PLS). Pengumpulan data dilakukan dengan dokumentasi berupa penyebaran kuisioner. Hasil penelitian menunjukan bahwa customer satisfaction, customer value dan service quality berpengaruh positif terhadap repurchase intention. Service quality, customer value dan brand image tidak memiliki hubungan positif dan tidak signifikan terhadap customer satisfaction. Brand image tidak memiliki hubungan yang positif dan tidak signifikan terhadap repurchase intention.
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