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Peran Brand Equity Terhadap Customer Value Dan Repurchase Intention Produk Kartu Simpati Di Kota Pekanbaru

The purpose of this study is to understand the influence of every dimension of brand equity which consists of brand awareness, perceived quality, brand loyalty, and brand association, whether to customer value or to repurchase intentions directly. The data are collected by using questionnaires, derived from 200 Simpati Telkomsel card users in Pekanbaru City, determined by using purposive sampling. The main tool of data analysis is AMOS 22.
The result of this study shows that all models are good and indicate being able to be replicated. This is also supported by good measurement model. The relation model of brand equity to customer value tends to be good, but togehter with customer value, they are in a good model category to repurchase intentions. Among four dimensions of brand equity used in this study, only brand associations is the most important dimension variable to customer value. Whereas for repurchase intentions, only brand loyalty has an important role.
Although perceived quality and brand awareness don’t have important role, whether to customer value or repurchase intentions, but both can strengthen other two dimensions. Perceived quality indicates a better role to strengthen brand loyalty and associations. While, brand awareness only strengthens brand associations.

Keywords : brand equity, brand awareness, perceived quality, brand loyalty dan associations, customer value and repurchase intentions

Ketersediaan
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Perpustakaan Universitas Riau 10 03.217 (0101)
10 03.217 (0101)
Tersedia
Informasi Detail
Judul Seri
-
No. Panggil
10 03.217 (0101)
Penerbit
Pekanbaru : UNIVERSITAS RIAU – PASCASARJANA - MANAJEMEN.,
Deskripsi Fisik
xii, 225 hlm.;ill.;29 cm
Bahasa
Indonesia
ISBN/ISSN
-
Klasifikasi
10 03.217 (0101)
Tipe Isi
-
Tipe Media
-
Tipe Pembawa
-
Edisi
-
Subjek
PASCASARJANA (MAGISTER) MANAJEMEN
Info Detail Spesifik
-
Pernyataan Tanggungjawab
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Tidak tersedia versi lain

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