PENGARUH BRAND IDENTIFICATION, PRODUCT QUALITY, DAN BRAND PREFERENCE TERHADAP REPURCHASE INTENTION PADA KONSUMEN FRISIAN FLAG DI KOTA SAMARINDA --

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ABSTRAK
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Identification,
Product Quality, Brand Preference terhadap Repurchase Intention pada konsumen
Frisian Flag di Kota Samarinda. Penelitian ini menggunakan pendekatan kuantitatif
dengan menggunakan software IBM SPSS ver.23 dan Structural Equation Model
(SEM) dengan software AMOS 5. Penelitian ini menggunakan sampel 135 responden
di Kota Samarinda.
Hasil penelitian menunjukkan bahwa terdapat 7 hipotesis yang berpengaruh signifikan
dan 5 hipotesis yang berpengaruh tidak signifikan. Brand Identification terhadap
Repurchase Intention, Product Quality terhadap Repurchase Intention, Brand
Preference terhadap Repurchase Intention, Trust terhadap Loyalty, serta Trust
terhadap Repurchase Intention,tidak berpengaruh signifikan.
Kata Kunci: Brand Identification, Product Quality, Brand Preference, Trust, Loyalty,
Repurchase Intention, dan Frisian Flag
ABSTRACT
This study aims to analyze the effect of Brand Identification, Product Quality,
Brand Preference on Repurchase Intention of Frisian Flag consumers in Samarinda
City. This study used a quantitative approach using IBM SPSS ver.23 software and
Structural Equation Model (SEM) with AMOS 5 software. This study used a sample of
135 respondents in Samarinda City.
The results showed that there were 7 hypotheses that had a significant effect
and 5 hypotheses that had no significant effect. Brand Identification to Repurchase
Intention, Product Quality to Repurchase Intention, Brand Preference to Repurchase
Intention, Trust to Loyalty, and Trust to Repurchase Intention, have no significant
effect.
Keywords: Brand Identification, Product Quality, Brand Preference, Trust, Loyalty,
Repurchase Intention, and Frisian Flag