Electronic Theses and Dissertation

Penelitian ini bertujuan untuk pengaruh brand attachment, brand commitment terhadap repuchhase intention pada pengguna gojek di kota banda aceh. teknik pengambilan sampel pada penelitian ini menggunakan nonprobability sampling dengan jenis pengambilan sampel menggunakan purposive sampling dengan sampel 110 responden. hasil penelitian ini menunjukkan bahwa variabel brand attachment berpengaruh positif dan signifikan terhadap repuchase intention, variabel brand commitment berpengaruh positif dan signifikan terhadap repuchase intention dan variabel brand attachment dan brand commitment secara bersamaan berpengaruh positif dan signifikan terhadap repuchase intention pada pengguna gojek di kota banda aceh. kata kunci: brand attachment, brand commitment, repuchhase intention

This study aims to determine the effect of brand attachment, brand commitment on repuchhase intention of Gojek users in Banda Aceh City. The sampling technique in this study used nonprobability sampling with the type of sampling using purposive sampling with a sample of 110 respondents. The results of this study indicate that the Brand Attachment variable has a positive and significant effect on Repuchase Intention, the Brand Commitment variable has a positive and significant effect on Repuchase Intention and the Brand Attachment and Brand Commitment variables simultaneously have a positive and significant effect on Repuchase Intention for Gojek users in Banda Aceh City. Keywords: Brand Attachment, Brand Commitment, Repuchhase Intention