Electronic Theses and Dissertation

Penelitian ini bertujuan untuk mengkaji pengaruh brand addiction terhadap repurchase of luxury products pada pengguna macbook di kota banda aceh yang di mediasi oleh brand jealousy, brand love dan brand experience. metode penelitian yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data melalui kuesioner kepada 200 responden yang dipilih menggunakan teknik purposive sampling. analisis data dilakukan dengan metode partial least square (pls) 4. hasil analisis menunjukkan bahwa brand addiction berpengaruh positif dan signifikan terhadap brand jealousy, brand love dan brand experience. brand addiction tidak berpengaruh signifikan terhadap repurchase of luxury products. brand jealousy, brand love dan brand experience memiliki pengaruh positif dan signifikan terhadap repurchase of luxury products. brand jealousy, brand love, brand expierience, memediasi repurchace of luxury products berfungsi sebagai variable mediasi. kata kunci: brand addicition, brand jealousy, brand love, brand experience, repurchase of luxury products

This study aims to examine the influence of Brand Addiction on Repurchase of Luxury Products on Macbook users in Banda Aceh City which is Mediated by Brand Jealousy, Brand Love and Brand Experience. The research method used is a quantitative approach with data collection through questionnaires to 200 respondents selected using purposive sampling techniques. Data analysis was carried out using the Partial Least Square (PLS) 4 method. The results of the analysis show that brand addiction has a positive and significant effect on brand jealousy, brand love and brand experience. Brand addiction has no significant effect on repurchase of luxury products. Brand jealousy, brand love and brand experience have a positive and significant effect on repurchase of luxury products. Brand jealousy, brand love, brand experience, mediate repurchase of luxury products functions as a mediating variable. Keyword: brand addicition, brand jealousy, brand love, brand experience, repurchase of luxury products