Electronic Theses and Dissertation

Abstrak penelitian ini bertujuan untuk mengukur pengaruh product quality, brand association,brand awareness terhadap repurchase intention yang dimediasi oleh brand loyalty pada pengguna pembalut merek softex daun sirih di kota banda aceh. sampel yang digunakan dalam penelitian ini adalah pengguna pembalut merek softex daun sirih yang telah melakukan pembelian sebanyak dua kali dan berdomisli di kota banda aceh. jumlah responden dalam penelitian ini sebanyak 224 responden. teknik pengambilan sampel yang digunakan pada penelitian ini adalah purposive sampling. analisis data menggunakan model structural equation modelling (sem) dengan metode analisis menggunakan confirmator factor analysis (cfa) dengan menggunakan alat bantu pogram amos. hasil penelitian menunjukkan bahwa product quality (pq) berpengruh terhadap repurchase intention (ri). brand association (ban) berpengaruh terhadap repurchase intention (ri). brand awareness (bas) tidak berpengaruh terhadap repurchase intention (ri). product quality (pq) berpengaruh terhadap brand loyalty (bl). brand association (ban) tidak berpengaruh terhadap brand loyalty (bl). brand awareness (bas) tidak berpengaruh terhadap brand loyalty (bl). product quality (pq) berpengaruh terhadap repurchase intention (ri) melalui brand loyalty sebagai mediasi. brand association (ban) berpengaruh terhadap repurchase intention (ri) melalui brand loyalty sebagai mediasi. brand awareness (bas) berpengaruh terhadap repurchase intention (ri) melalui brand loyalty sebagai mediasi. kata kunci : product quality (pq), brand association (ban), brand awareness (bas), brand loyalty (bl), dan repurchase intention (ri)

ABSTRACT This study aims to measure the influence of Product Quality, Brand Association, Brand Awareness on Repurchase Intention Mediated by Brand Loyalty on Softex Daun Sirih Brand Sanitary Napkin Users in Banda Aceh City. The sample used in this study were users of Softex Daun Sirih brand sanitary napkins who had made two purchases and were domiciled in Banda Aceh City. The number of respondents in this study was 224 respondents. The sampling technique used in this study was Purposive Sampling. Data analysis used the Structural Equation Modeling (SEM) with the analysis method using Confirmator Factor Analysis (CFA) using the AMOS program tool. The results showed that Product Quality (PQ) had an effect on Repurchase Intention (RI). Brand Association (BAN) had an effect on Repurchase Intention (RI). Brand Awareness (BAS) had no effect on Repurchase Intention (RI). Product Quality (PQ) had an effect on Brand Loyalty (BL). Brand Association (BAN) had no effect on Brand Loyalty (BL). Brand Awareness (BAS) has no effect on Brand Loyalty (BL). Product Quality (PQ) has an effect on Repurchase Intention (RI) through Brand Loyalty as a mediator. Brand Association (BAN) has an effect on Repurchase Intention (RI) through Brand Loyalty as a mediator. Brand Awareness (BAS) has an effect on Repurchase Intention (RI) through Brand Loyalty as a mediator. Key Words : Product Quality (PQ), Brand Association (BAN), Brand Awareness (BAS), Brand Loyalty (BL), and Repurchase Intention (RI)