PENGARUH BRAND AWARENESS TERHADAP BRAND EXTENSIBILITY DAN REPURCHASE INTENTION MELALUI QUALITY PERSEPTION

PENGARUH BRAND AWARENESS TERHADAP BRAND EXTENSIBILITY DAN REPURCHASE INTENTION MELALUI QUALITY PERSEPTION

• By Murniyati, Ajat Sudrajat;
• Jurnal Nasional Tidak Terakreditasi
• 373
• 140-154

Abstract 

This study aims to examine the effect of Brand Awareness on Repurchase Intention and Brand Extensibility through the Quality Perception. The research was carried out in different places to get the respondent. By reason of these places facilitate researchers to find respondents. Population and sample this research is the user's Lifebuoy, which amounts to 150 respondents. Analytical techniques used to analyze the influence of variables on Brand Awareness and Brand Extensibility through the Quality Perception Repurchase Intention is to use the SEM (Structural Equation Model). The analysis shew that there was a significant positive effect on Brand awareness toward Brand extensibility and Repurchase Intention through Quality Perceptions. The conclusion of this study is that consumers have brand awareness Lifebuoy positive effect on Quality Perception. This suggests that the higher level of brand awareness in the minds of consumers will increase as well. 

 

Keywords: Brand Awareness, Brand Extensibility, Repurchase Intention, Quality Perception 

 

Abstrak

Penelitian ini bertujuan untuk menguji pengaruh Brand Awareness terhadap Brand Extensibility dan Repurchase Intention melalui Quality Perception. Penelitian ini dilaksanakan di tempat yang berbeda-beda untuk mendapatkan responden. Dengan alasan tempat-tempat tersebut memudahkan peneliti mencari responden. Populasi dan sampel penelitian ini adalah para pengguna Lifebuoy, yang berjumlah 150 responden. Teknik analisis yang digunakan untuk menganalisis pengaruh variabel Brand Awareness terhadap Brand Extensibility dan Repurchase Intention melalui Quality Perception adalah dengan menggunakan SEM (Structural Equation Model). Hasil analisis menunjukkan bahwa terdapat pengaruh positif yang signifikan antara Kesadaran Merek terhadap Perluasan Merek dan Pembelian Ulang melalui Persepsi Kualitas. Kesimpulan dari penelitian ini adalah Brand Awareness yang dimiliki konsumen Lifebuoy berpengaruh positif terhadap Quality Perception. Hal ini menunjukkan bahwa semakin tinggi tingkat Brand Awareness didalam benak konsumen Lifebuoy akan semakin meningkat pula Quality Perception yang dimiliki. 

 

Kata Kunci: Brand Awareness, Brand Extensibility, Repurchase Intention, Quality Perception. 

• Katakunci
• URL http://akrabjuara.com/index.php/akrabjuara/article/view/639/551
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YAYASAN AKRAB PEKANBARU                                                                                              Jurnal  AKRAB JUARA                                                         Volume 4 Nomor 2 Edisi Mei 2019 (140-154) 

 

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