PENGARUH CUSTOMER EXPERIENCE, PERCEIVED QUALITY DAN CORPORATE REPUTATION TERHADAP REPURCHASE INTENTION MELALUI BRAND EQUITY DAN BRAND AWARENESS PADA PENGGUNA PRODUK VASELINE DI KOTA SAMARINDA --

RINGKASAN
PENGARUH CUSTOMER EXPERIENCE, PERCEIVED QUALITY DAN
CORPORATE REPUTATION TERHADAP BRAND EQUITY DAN BRAND
AWARENESS PADA PENGGUNA PRODUK VASELINE DI KOTA SAMARINDA
Tujuan pada penelitian ini adalah untuk menganalisis dan membuktikan
pengaruh customer experience terhadap brand equity, perceived quality terhadap
brand equity, corporate reputation terhadap brand equity, customer experience
terhadap brand awareness, perceived quality terhadap brand awareness, corporate
reputation terhadap brand awareness, customer experience terhadap repurchase
intention, perceived quality terhadap repurchase intention, corporate reputation
terhadap repurchase intention, brand equity terhadap repurchase intention, brand
awareness terhadap repurchase intention, serta brand awareness terhadap brand
equity pada pengguna produk Vaseline di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software IBM SPSS Statistik 23 dan Structural Equation Modeling (SEM)
dengan software IBM AMOS 23. Penelitian ini menggunakan sampel sebanyak 168
responden. Skala pengukuran menggunakan skala likert dengan skor 1 - 5. Dalam
penelitian ini juga dilakukan uji validitas dan uji reabilitas, selanjutnya dilakukan uji
estimasi dan uji struktural model fit.
Berdasarkan model structrural dapat dibuktikan bahwa customer experience
berpengaruh positif signifikan terhadap brand equity, perceived quality berpengaruh
positif signifikan terhadap brand equity, corporate reputation berpengaruh negatif
signifikan terhadap brand equity, customer experience berpengaruh positif signifikan
terhadap brand awareness, perceived quality berpengaruh positif signifikan terhadap
brand awareness, corporate reputation berpengaruh positif signifikan terhadap brand
awareness, customer experience berpengaruh positif tidak signifikan terhadap
repurchase intention, perceived quality berpengaruh positif signifikan terhadap
repurchase intention, corporate reputation berpengaruh positif signifikan terhadap
repurchase intention, brand equity berpengaruh positif signifikan terhadap repurchase
intention, dan brand awareness berpengaruh negatif tidak signifikan terhadap
repurchase intention, serta brand awareness berpengaruh negatif tidak signifikan
terhadap repurchase intention pada pengguna produk Vaseline di Kota Samarinda.
Kata Kunci : Customer Experience, Perceived Quality, Corporate Reputation, Brand
Equity, Brand Awareness, Dan Repurchase Intention.
ABSTRACT
THE INFLUENCE OF CUSTOMER EXPERIENCE, PERCEIVED QUALITY AND
CORPORATE REPUTATION ON BRAND EQUITY AND BRAND AWARENESS ON
USERS OF VASELINE PRODUCTS IN SAMARINDA CITY
The purpose of this research is to analyze and prove the effect of customer
experience on brand equity, perceived quality on brand equity, corporate reputation on
brand equity, customer experience on brand awareness, perceived quality on brand
awareness, corporate reputation on brand awareness, customer experience on
repurchase intention, perceived quality on repurchase intention, corporate reputation
on repurchase intention, brand equity on repurchase intention, brand awareness on
repurchase intention, and brand awareness on brand equity among users of Vaseline
products in Samarinda City. This study used a quantitative approach using path
analysis which was processed with IBM SPSS Statistics 23 software and Structural
Equation Modeling (SEM) with IBM AMOS 23 software. This study used a sample of
168 respondents. The measurement scale uses a Likert scale with a score of 1 – 5. In
this study validity and reliability tests were also carried out, then estimation tests and
structural model fit tests were carried out.
Based on the structural model, it can be proven that customer experience has
a significant positive effect on brand equity, perceived quality has a significant positive
effect on brand equity, corporate reputation has a significant negative effect on brand
equity, customer experience has a significant positive effect on brand awareness,
perceived quality has a significant positive effect on brand awareness, corporate
reputation has a significant positive effect on brand awareness, customer experience
has an insignificant positive effect on repurchase intention, perceived quality has a
significant positive effect on repurchase intention, corporate reputation has a
significant positive effect on repurchase intention, brand equity has a significant
positive effect on repurchase intention, and barand awareness has no significant
negative effect on repurchase intention among users of Vaseline products in
Samarinda City.
Keywords : Customer Experience, Perceived Quality, Corporate Reputation, Brand
Equity, Brand Awareness, and Repurchase Intention