ANALISIS KEPUTUSAN PEMBELIAN ULANG SMARTPHONE DIMEDIASI KEPUASAN PELANGGAN

Prihantini, . (2024) ANALISIS KEPUTUSAN PEMBELIAN ULANG SMARTPHONE DIMEDIASI KEPUASAN PELANGGAN. Tesis thesis, Universitas Pembangunan Nasional Veteran Jakarta.

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Abstract

This research analyzes smartphone repurchase decisions in the Jabodetabek area. The aim of this research is to determine, analyze and prove whether lifestyle, brand preference and brand awareness affects smartphone repurchases, and to examine the effect of lifestyle, brand preference and brand awareness on smartphone repurchases mediated by customer satisfaction. This research is quantitative by distributing questionnaires to 215 smartphone user customers in the Jabodetabek area using the Structural Equation Modeling (SEM) method with the Partial Least Square (PLS) alternative with the Smart-PLS 4.0 program. The results of data analysis show that: (1). Lifestyle has a significant effect on smartphone repurchase decisions, (2) Lifestyle has a significant effect on smartphone repurchase decisions mediated by customer satisfaction, (3) Brand Preference has no significant effect on smartphone repurchase decisions, (4) Brand preference has a significant effect on smartphone repurchase decisions mediated by customer satisfaction, (5) Brand Awareness has a significant effect on smartphone repurchase decisions, (6) Brand Awareness has a significant effect on smartphone repurchase decisions mediated by customer satisfaction.

Item Type: Thesis (Tesis)
Additional Information: [No.Panggil: 2210121043] [Pembimbing: Alfatih S Manggabarani] [Penguji 1: Prasetyo Hadi] [Penguji 2: Iwan Kresna Setiadi]
Uncontrolled Keywords: Lifestyle, Brand Preference, Brand Awareness, Repurchase Decisions, and Customer Satisfaction.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HB Economic Theory
Divisions: Fakultas Ekonomi dan Bisnis > Program Studi Manajemen (S2)
Depositing User: PRIHANTINI
Date Deposited: 29 Jul 2024 11:23
Last Modified: 29 Jul 2024 11:23
URI: http://repository.upnvj.ac.id/id/eprint/31654

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