CD Skripsi

Pengaruh Brand Awareness Dan Penerimaan Augmented Reality (Virtual Try On) Terhadap Kepuasan Dan Keputusan Pembelian Ulang Pada Produk Optik Melawai Cabang Mall Ska Pekanbaru

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This study aims to determine and analyze the effect of Brand Awareness and Augmented Reality through Consumer Satisfaction on Repurchase Decisions Optik Melawai Mall SKA Pekanbaru Branch. This research is based on the level of retail optical competition at SKA Mall is getting fierce plus the level of the number of consumers has not met the target after the occurrence of Covid-19. There are 7 hypotheses in this study using a quantitative approach by distributing questionnaires to 100 respondents who are consumers of Optik Melawai customers at the Mall SKA Pekanbaru branch. The research sample will be taken by non- probability sampling method with purposive sampling technique, namely the criteria that have bought 2 times at Optik Melawai. The results of the study resulted in Brand Awareness having a significant effect on Repurchase Decisions. Augmented Reality variables have no significant effect on Repurchase Decisions. Brand Awareness variables have a significant effect on Customer Satisfaction. Augmented Reality variables affect customer satisfaction. Testing the indirect effect, it is found that the variables of Brand Awareness and Augmented Reality through Consumer Satisfaction have a significant effect on Repurchase Decisions at Optik Melawai Mall SKA Pekanbaru Branch.


Keywords: Brand Awareness, Augmented Reality, Customer Satisfaction, Repurchase Decision

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2101112444

Penerbit

Pekanbaru : Universitas Riau FISIPOL Administrasi Bisnis., 2025

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2101112444

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

Ilmu Administrasi Bisnis

Info Detail Spesifik

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Pernyataan Tanggungjawab

Mutia

Versi lain/terkait

Lampiran Berkas

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