Ramadhani, Fitria (2023) Pengaruh Citra Merek, Kualitas Pelayanan dan Promosi terhadap Minat Beli Ulang (Studi pada Konsumen McDonald's di Kota Mojokerto). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the effect of brand image, service quality and promotionon consumer repurchase intention at McDonald's in Mojokerto City. This type of research is quantitative research, the population in this study is McDonald's consumers in Mojokerto City with a minimum of 2 transactions, the sample of this study is 120 respondents. The data collection technique was carried out through an electric questionnaire with data analysis techniques using multiple line arregression and data processing using SPSS. The results of the linear regression analysis show that the three independent variables have a positive effect on repurchase intention. Based on the results of research using the F test, it shows that the calculated F value is 60.200. Because the F Count value is 60.200 > F Table 2.68. So as the basis for decision making in the F test it can be concluded that H0 is rejected and Ha is accepted. This means that simultaneously the variables Brand Image, Service Quality and Promotion affect Repurchase Intention. Partially the three variables have a positive effect on repurchase intention, but it is known that the Sig. for the effect of brand image on repurchase intention is 0.172 > 0.05 and t value 1.375 < ttable 1.98063, meaning that partially Brand Image does not have a significant effect on Repurchase Intention. Meanwhile, service quality and promotion variables have a significant effect on repurchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Fitria Ramadhani | ||||||||
| Date Deposited: | 08 Mar 2023 04:05 | ||||||||
| Last Modified: | 08 Mar 2023 04:05 | ||||||||
| URI: | http://repository.upnjatim.ac.id/id/eprint/12248 |
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