Electronic Theses and Dissertation

Penelitian ini bertujuan mengkaji faktor-faktor yang mempengaruhi niat membeli ulang di Janji Jiwa Kota Banda Aceh. Populasi penelitian ini adalah masyarakat Kota Banda Aceh, teknik pengambilan sampel menggunakan purposive sampling technique dengan jumlah 404 sampel. Pengumpulan data dilakukan melalui kuesioner, dan analisis data menggunakan structural equation modelling (SEM). Hasil penelitian menunjukkan bahwa variabel harga, kualitas produk, dan suasana toko tidak mempengaruhi niat membeli ulang, sedangkan sosial media marketing dan kepercayaan merek mempengaruhi niat membeli ulang. Seluruh variabel bebas mempengaruhi kepercayaan merek. Kepercayaan merek memediasi secara keseluruhan antara variabel harga, kualitas produk, dan suasana toko terhadap niat membeli ulang, serta memediasi sosial media marketing dan niat membeli ulang secara parsial.

This study aims to examine the factors influencing repurchase intention at Janji Jiwa in Banda Aceh city, the variables are price, product quality, store atmosphere, social media marketing, and brand trust as mediating variable. The population within this study is the residents of Banda Aceh city. The purposive sampling technique is applied, with sample size is 404 respondents. Data collected by questionnaires. Data analyzed by structural equation modeling (SEM). Based on the results, the variables of price, product quality, and store atmosphere do not influence repurchase intention. Social media marketing and brand trust influence repurchase intention. All independent variables influence brand trust. Brand trust mediates overall between price and repurchase intention, product quality and repurchase intention, and store atmosphere and repurchase intention. Brand trust partially mediates social media marketing and repurchase intention.