PENGARUH BRAND EQUITY TERHADAP REPURCHASE INTENTION MASKAPAI BATIK AIR PADA MASYARAKAT KOTA MANADO

Stefani Irene Angmalisang, Aditya Pandowo, Nova Ch. Mamuaya

Abstract


Penelitian ini bertujuan untuk  menganalisis sejauh mana kekuatan brand equity Batik Air (kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek) mempengaruhi pelanggan untuk membeli kembali produk mereka (repurchase intention) pada masyarakat kota Manado. Keempat dimensi dari brand equity dijadikan variabel independen dalam penelitian ini yaitu kesadaran merek, persepsi kualitas, asosiasi merek, dan loyalitas merek. Masing-masing variabel di analisis pengaruhnya terhadap variabel repurchase intention sebagai variabel dependen. Penelitian ini menggunakan metode kuantitatif deskriptif mengunakan analisis regeresi linear berganda. Berdasarkan hasil penelitian menurut temuan uji hipotesis studi, ada hubungan yang lemah namun substansial antara kesadaran merek dan repurchase intention. Menurut temuan uji hipotesis penelitian, keempat variabel X memiliki pengaruh yang positif terhadap repurchase intention. Tetapi pada variabel persepsi kualitas, tidak memiliki pengaruh yang signifikan. Dan hasil menunjukan bahwa variabel loyalitas merek mempunyai pengaruh yang paling kuat dan besar terhadap repurchase intention.

This research aims to analyze the extent to which the strength of Batik Air's brand equity (brand awareness, quality perception, brand association, and brand loyalty) influences customers to repurchase their products (repurchase intention) in the people of Manado city. The four dimensions of brand equity are used as independent variables in this research, namely brand awareness, perceived quality, brand association, and brand loyalty. Each variable is analyzed for its influence on the repurchase intention variable as the dependent variable. This research is a quantitative descriptive study using multiple regression analysis. Based on research results According to the study's hypothesis testing findings, there is a weak but substantial relationship between brand awareness and repurchase intention. According to the findings of the research hypothesis test, the four X variables have a positive influence on repurchase intention. However, the perceived quality variable does not have a significant influence. And the results show that the brand loyalty variable has the strongest and greatest influence on repurchase intention.


Keywords


kesadaran merek; persepsi kualitas; asosiasi merek; loyalitas merek; repurchase intention

Full Text:

PDF

References


Aaker, D. A., Kumar, V., Leone, R. P., & Day, G. S. (2013). MARKETING RESEARCH: Vol. 11th editi (11th ed.). John Wiley & Sons, Inc.

Agus, G. M., & Vidyanata, D. (2022). The Effect of Perceived Quality, Brand Loyalty, Price Fairness, Satisfaction Toward Repurchase Intention on Bakery SMEs in Central Java. Jurnal Akuntansi, Manajemen Dan Ekonomi, 24(2), 46–55. https://doi.org/10.32424/1.jame.2022.24.2.5917

Aquinia, A., & Soliha, E. (2020). The effect of brand equity dimensions on repurchase intention. Diponegoro International Journal of Business, 3(2), 97–103. https://doi.org/10.14710/dijb.3.2.2020.97-103

Cahyadi, I. G., & Astuti, S. W. (2007). Pengaruh Elemen Ekuitas Merek Terhadap Rasa Percaya Diri Pelanggan Di Surabaya Atas Keputusan Pembelian Sepeda Motor Honda. Majalah Ekonomi, 2, 145–156.

Dewi, P. A. A., Rahanatha, G. B., Yasa, N. N. K., & Dana, I. M. (2019). kualitas produk, brand image dan niat beli ulang. Lekeisha.

Dewiasih, T., & Nainggolan, B. M. H. (2022). Peningkatan Niat Pembelian Ulang dengan Kualitas Layanan dan Word of Mouth di Ha-Ka Restoran. Journal of Tourism and Education, 6(2), 1–18.

Durianto, D., Sugiarto, & Budiman, L. J. (2004). Brand Equity Ten Strategi Memimpin Pasar. PT Gramedia Pustaka Utama.

Firmansyah, A. (2023). Pemasaran Produk dan Merek (Planning & Strategy). Qiara Media. https://www.google.co.id/books/edition/PEMASARAN_PRODUK_DAN_MEREK/fiHHEAAAQBAJ?hl=id&gbpv=0

Kalesaran, M. R., Lapian, S. L. H. V. J., & Saerang, R. T. (2019). Analyzing the dimension of brand equity toward repurchase intention of kopi kulo in manado. Jurnal EMBA, 7(4), 5713–5722.

Kotler, P., Armstrong, G., & Balasubramanian, S. (2023). Principles of Marketing - Principles of Marketing (19th ed.). Pearson Education Limited.

Koto, I. Z., Sadalia, I., & Rini, E. S. (2019). The Influence of Brand Association and Perceived Quality through Customer Satisfaction on Repurchase decision of Oil Palm Seed (Case Study at Oil Palm …. Jurnal Studi Bisnis Dan Manajemen Saudi, 4(6), 508–515. https://doi.org/10.36348/sjbms.2019.v04i06.005

Lee, J. (2017). The influence of brand equity on repurchase intention : The moderating effects of justice perceptions and attribution This paper examines how brand equity could have effect on Chinese consumers ’ behavioral intentions towards telecommunications brands by . 2013, 73–79.

Pather, P. (2017). BRAND EQUITY AS A PREDICTOR OF REPURCHASE INTENTION OF MALE BRANDED COSMETIC PRODUCTS IN SOUTH AFRICA Pravenshi Pather University of the Witwatersrand (Wits Business School ). Brand Equity As a Predictor of Repurchase Intention of Male Branded Cosmetic Products in South Africa, 2(January 2017), 1–23.

Pitaloka, I. W., & Gumanti, T. A. (2019). The effects of brand equity on repurchase intention: The role of brand relationship quality in Muslim Wear Brand Surabaya-Indonesia. International Journal of Scientific and Technology Research, 8(1), 196–199.

Putra P, I. B. P., & Kusumadewi, N. M. W. (2019). Pengaruh Inovasi Produk Terhadap Niat Pembelian Ulang Dimediasi Oleh Kepuasan Konsumen. E-Jurnal Manajemen Universitas Udayana, 8(8), 4983. https://doi.org/10.24843/ejmunud.2019.v08.i08.p10

Putri, L. H. (2016). Faktor-Faktor Yang Mempengaruhi Minat Pembelian Ulang Konsumen Terhadap Produk Naget Delicy. Performa, 1(2), 162–170.

Radder, L., & Han, X. (2013). Perceived Quality, Visitor Satisfaction And Conative Loyalty In South African Heritage Museums. International Business & Economics Research Journal (IBER), 12(10), 1261. https://doi.org/10.19030/iber.v12i10.8135

Santi, E. R., & Supriyanto, A. (2018). PENGARUH KUALITAS PRODUK, KEPUASAN PELANGGAN, DAN PROMOSI ONLINE TERHADAP MINAT BELI ULANG (STUDI KASUS PADA SATE TAICHAN BANJAR D’LICIOUS) Ellysa. Operations & Supply Management, 12th Edition, 2(1), 51–60.

Shabbir, M. Q., Khan, A. L., & Rasheed, S. (2017). BRAND LOYALTY BRAND IMAGE AND BRAND EQUITY: THE - ProQuest. International Journal of Innovation and Applied Studies Rabat, 19(2), 416–423.

Širola, D., & Gallopeni, V. (2020). the Impact of Brand Equity on Consumer Behavior on Croatian Mobile Phone Market. 3(1), 35–45.

Sudarsono, D. S. dan D. K. (2013). Elemen Ekuitas Merek Dalam Keputusan Pembelian Laptop. Jurnal Riset Manajemen Dan Akuntansi, 01(01), 18–27.

Sugiyono. (2022). Metode Penelitian Kuantitatif Kualitatif dan R&D (4th ed.). Alfabeta.

Sunardi, P. N., Sari, P. R., & Roddiyah, C. (2022). Determinasi Keputusan Pembelian Melalui Minat Beli: Kualitas Produk Dan Harga (Suatu Kajian Studi Literatur Manajemen Pemasaran). Jurnal Ilmu Manajemen Terapan, 3(3), 302–315. https://doi.org/10.31933/jimt.v3i3.833

Suntoro, W., & Silintowe, Y. B. R. (2020). Analisis Pengaruh Pengalaman Merek, Kepercayaan Merek, dan Kepuasan Merek terhadap Loyalitas Merek. Maneggio: Jurnal Ilmiah Magister Manajemen, 32(1), 25–41. http://ojs.uajy.ac.id/index.php/modus/article/view/3194




DOI: https://doi.org/10.33508/jrma.v11i3.1231

Refbacks

  • There are currently no refbacks.


Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.