PENGARUH BRAND AWARENESS DAN BRAND FAMILLIARITY SERTA BRAND LOVE TERHADAP REPUCHASE INTENTION MELALUI BRAND LOYALTY DAN BRAND EQUITY PADA PENGGUNA IPHONE DI KOTA SAMARINDA --

RINGKASAN
PENGARUH BRAND AWARENESS DAN BRAND FAMILLIARITY SERTA BRAND LOVE
TERHADAP REPURCHASE INTENTION MELALUI BRAND LOYALTY DAN BRAND
EQUITY PADA PENGGUNA IPHONE DI KOTA SAMARINDA
Penelitian ini bertujuan untuk menganalisa Pengaruh Brand Awareness Dan
Brand Familiarity Serta Brand Love Terhadap Repurchase Intention Melalui Brand
Loyalty Dan Brand Equity Pada Pengguna Iphone Di Kota Samarinda. Penelitian ini
menggunakan pendekatan kuantitatif dengan menggunakan path analysis yang diolah
dengan software SPSS Statistic 23 dan Structural Equation Modelling (SEM) dengan
software IBM AMOS 23. Sampel yang digunakan dalam penelitian ini berjumlah 132
sampel yang diambil dari pengguna smartphone merek Iphone di Kota Samarinda.
Dalam penelitian ini dilakukan uji instrument yang terdiri dari uji validitas dan uji
reliabilitas, uji asumsi menggunakan uji estimasi dan uji structural model fit.
Berdasarkan model structural dapat dibuktikan bahwa brand familliarity, brand
love, berpengaruh signifikan terhadap brand loyalty, brand awareness berpengaruh
tidak signifikan terhadap brand loyalty, brand familiarity, brand love, brand loyalty
berpengaruh signifikan terhadap brand equity, brand awareness berpengaruh tidak
signifikan terhadap brand equity, brand familiarity, brand love, brand loyalty
berpengaruh signifikan terhadap repurchase intention, brand awareness, brand equity
berpengaruh tidak signifikan terhadap repurchase intention pada pengguna
smartphone merek iphone di Kota Samarinda.
Kata Kunci: kesadaran merek, keakraban merek, cinta merek, loyalitas merek, ekuitas
merek, niat pembelian kembali
ABSTRAK
THE INFLUENCE OF BRAND AWARENESS AND BRAND FAMILLIARITY AND BRAND
LOVE ON REPURCHASE INTENTION THROUGH BRAND LOYALTY AND BRAND EQUITY
ON IPHONE USERS IN SAMARINDA CITY
RIDO YEHEZKIEL SIMALANGO
This study aims to analyze the effect of brand awareness and brand familiarity
and brand love on repurchase intention through brand loyalty and brand equity in
iphone users in Samarinda. This study used a quantitative approach using path
analysis which was processed with SPSS Statistic 23 software and Structural Equation
Modeling (SEM) with IBM AMOS 23 software. The sample used in this study amounted
to 132 samples taken from Iphone brand smartphone users in Samarinda City. In this
study, instrument tests were carried out which consisted of validity and reliability tests,
assumption tests using estimation tests and structural model fit tests.
Based on the structural model, it can be proven that brand familiarity, brand love, has a
significant effect on brand loyalty, brand awareness has no significant effect on brand
loyalty, brand familiarity, brand love, brand loyalty has a significant effect on brand
equity, brand awareness has no significant effect on brand equity, brand familiarity,
brand love, brand loyalty have a significant effect on repurchase intention, brand
awareness, brand equity have no significant effect on repurchase intention for users of
Iphone brand smartphone users in Samarinda City.
Keyword: brand awareness, brand familliarity, Brand love, brand loyalty, brand equity,
repurchase Intention