CD Skripsi

pengaruh brand image dan lifestyle dalam meningkatkan repurchase intention melalui customer satisfaction buttonscarves di kota pekanbaru

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The development of the fashion world which is currently increasingly rapid has
made fashion industry players in Indonesia now compete to be the center of
attention. No exception for fashionholics in this industry. Fashion itself is an
expression of clothing aesthetics that is developing in a certain period of time
following certain patterns, models, cultures and styles. Muslim fashion in
Indonesia in the last three years has experienced an extraordinary increase.
Supported by the majority of the population in Indonesia who are Muslim, as
many as 231.06 million. That number is equivalent to 86.7% of the total
population of Indonesia. The proportion of the Muslim population in Indonesia
also reaches 11.92% of the total population in the world. The number of Muslims
in the world is estimated at 1.93 billion people. That number is equivalent to 22%
of the total world population which is estimated to reach 8.94 billion people.
Referring to The State Global Islamic Economy (SGIE) Report 2023/2024, the
projection of global Muslim fashion consumption in 2024 will reach US$311
billion. Meanwhile, Indonesian Muslim fashion consumption in 2019 was valued
at US$16 billion, or the fifth largest in the world after Iran, Turkey, Saudi Arabia
and Pakistan. This shows significant progress in the Muslim fashion industry in
Indonesia and is emphasized by the Ministry of Industry (Kemenperin), the
Indonesian Muslim fashion industry is ranked third in the world. This is based on
data from the State of the Global Islamic Economy Report 2023-2024. This study
aims to analyze Analysis in Increasing Customer Satisfaction and Repurchase
Intention Buttonscarves in Pekanbaru. This study uses quantitative methods to test
and prove the hypotheses that have been made through various tests and data
processing. The population in this study are Buttonscarves customers in
Pekanbaru. The population of this study is Buttonscarves consumers in
Pekanbaru. Because the population is unknown, this study uses non-probability
techniques. Sampling technique from the population found or determined by the
researcher or according to expert considerations
In the customer sampling procedure, it is done by determining a sample from the
population that meets certain characteristics as a limiter contained in the
population that is the object of the study. Sample selection uses Purposive
sampling or judgmental sampling. Purposive sampling from the population is a
method of sampling that is carried out by selecting subjects based on specific
criteria set by the researcher (Sugiyono, 2016). The researcher determined the
sample by meeting respondents with the criteria of being domiciled in Pekanbaru
City, being at least 20 years old, and having purchased products at Buttonscarves
more than once. Referring to this opinion and based on the considerations above,
the number of samples used in this study was 217 samples using SEM.
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The results of this study indicate that Brand Image has a significant effect on
Customer Satisfaction: A positive brand image has a strong effect on customer
satisfaction. When customers have a positive view of a brand, they feel more
satisfied with the product or service received, because their expectations are met
or even exceeded. Lifestyle has a significant effect on Customer Satisfaction: A
lifestyle that is in line with the product significantly affects customer satisfaction.
When the product matches the customer's preferences and lifestyle, they feel more
satisfied, because the product meets their personal needs and desires. Brand
Image has a significant effect on Repurchase Intention: A good brand image
significantly affects customer intention to make a repeat purchase. Customers who
have a positive view of the brand tend to be more motivated to buy the product
again in the future. Lifestyle has a significant effect on Repurchase Intention: A
lifestyle that matches the product significantly affects customer intention to
repurchase. Customers who feel the product matches their lifestyle are more likely
to make repeat purchases. Customer Satisfaction has a significant effect on
Repurchase Intention, meaning customer satisfaction significantly increases their
intention to repurchase. Customers who are satisfied with a product or service are
more likely to make repeat purchases and become loyal customers.
Customer Satisfaction mediates the effect of Brand Image on Repurchase
Intention, Customer satisfaction acts as a mediator in the relationship between
brand image and repurchase intention. A positive brand image increases
customer satisfaction, which in turn strengthens their intention to make repeat
purchases. Customer Satisfaction mediates the effect of Lifestyle on Repurchase
Intention: Customer satisfaction acts as a mediator in the relationship between
lifestyle and repurchase intention. A lifestyle that matches the product increases
customer satisfaction, which then encourages them to buy the product again.
Keywords: Brand Image, Lifestyle, Customer Satisfaction end Repurchase
Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2210247975

Penerbit

Pekanbaru : Universitas Riau – PASCA – Magister Manajemen., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2210247975

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Magister Manajemen

Info Detail Spesifik

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Pernyataan Tanggungjawab

Rahmat

Versi lain/terkait

Lampiran Berkas

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