Electronic Theses and Dissertation

Tujuan penelitian ini adalah untuk menguji pengaruh ekuitas merek dan promosi penjualan terhadap keputusan pembelian ulang melalui mediasi kepercayaan pada kosmetik wardah di kota banda aceh. jumlah responden dalam penelitian adalah 132 responden kosmetik wardah di kota banda aceh. teknik pengambilan sampel yang digunakan non-probability sampling dengan jenis teknik yang digunakan purposive sampling. peralatan analisis data menggunakan sem-amos versi 24.00. hasil penelitian ini menunjukkan bahwa promosi penjualan berpengaruh signifikan terhadap kepercayaan tetapi tidak signifikan terhadap keputusan pembelian ulang. ekuitas merek tidak berpengaruh signifikan terhadap kepercayaan dan keputusan pembelian ulang. kepercayaan berpengaruh signifikan terhadap keputusan pembelian ulang. kepercayaan memediasi secara penuh pengaruh promosi penjualan terhadap keputusan pembelian ulang. kata kunci: ekuitas merek, promosi penjualan, kepercayaan dan keputusan pembelian ulang

The purpose of this study is to examine the effect of brand equity and sales promotion toward repurchase intention wils trust as mediating wardah costomer toward Banda Aceh of City. The number of respondents in the study is 132 wardah customer in the Banda Aceh of city. Non-probability Sampling is employed at this study technique with purposive sampling. SEM-AMOS version 24.00 is employed for data procesy. The results of this study shows that sales promotion has a significant effect toward trust but not significant toward repurchase intention. Brand equity has no significant effect toward trust and repurchase intention. Trust has a significant effect toward repurchase intention. Trust fully mediates the effect of sales promotion toward repurchase intention. The effect of sales promotion toward repurchase intention fully mediating by trust. Keywords: Brand equity, sales promotion, trust and repurchase intention