Electronic Theses and Dissertation

Penelitian ini bertujuan menganalisis pengaruh after-sales services terhadap purchase intention pada konsumen iphone second di kota banda aceh dengan peran mediasi brand credibility, brand loyalty, dan brand equity. pasar smartphone bekas memiliki risiko lebih tinggi dibandingkan produk baru, sehingga layanan purna jual menjadi faktor penting dalam membangun kepercayaan dan persepsi positif konsumen terhadap merek. penelitian ini menggunakan pendekatan kuantitatif melalui survei kuesioner yang dianalisis dengan structural equation modeling berbasis partial least square (pls). hasil penelitian menunjukkan bahwa after-sales services berpengaruh positif dan signifikan terhadap purchase intention, serta terhadap brand credibility, brand loyalty, dan brand equity yang juga terbukti berpengaruh signifikan terhadap purchase intention sekaligus memediasi hubungan tersebut. temuan ini menegaskan bahwa layanan purna jual yang baik mampu memperkuat kredibilitas, loyalitas, dan ekuitas merek yang pada akhirnya meningkatkan niat beli konsumen pada pasar iphone second. kata kunci: after sales service, brand credibility, brand loyality, brand equity, purchase intention, iphone second

This study aims to analyze the effect of after-sales services on purchase intention among second-hand iPhone consumers in Banda Aceh City, with the mediating roles of brand credibility, brand loyalty, and brand equity. The second-hand smartphone market involves higher perceived risks than new products, making after-sales services crucial in building consumer trust and positive brand perceptions. This research applies a quantitative approach using a questionnaire survey analyzed through Structural Equation Modeling based on Partial Least Square (PLS). The results reveal that after-sales services have a positive and significant effect on purchase intention, as well as on brand credibility, brand loyalty, and brand equity, which also significantly influence purchase intention and mediate the relationship. These findings confirm that effective after-sales services strengthen brand credibility, loyalty, and equity, ultimately increasing consumers’ purchase intention in the second-hand iPhone market. Keywords: After Sales service, Brand Credibility, Brand Loyality, Brand Equity, Purchase Intention, Iphone Second