Permadi, Alfin Rizki Bagus (2025) Analisis Pengaruh Kualitas Produk dan Citra Merek Terhadap Pembelian Ulang Dengan Variabel Mediasi Keputusan Pembelian Pada Produk Samsung (Studi Kasus : Samsung Galaxy S25 Ultra). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This study aims to analyze the influence of product quality and brand image on purchasing decisions and their impact on repeat purchases among consumers of the Samsung Galaxy S25 Ultra smartphone. This study uses a quantitative method with a Structural Equation Modeling (SEM) approach assisted by AMOS software. The study respondents numbered 100 people selected using a purposive sampling technique, namely consumers who have made at least two purchases. The data collection instrument used a questionnaire with a Likert scale of 1–5. The results of the study indicate that product quality does not significantly influence purchasing decisions, while brand image has a positive and significant effect on purchasing decisions. Furthermore, product quality and brand image are proven to significantly influence repeat purchases, while purchase decisions do not have a significant effect on repeat purchases. These findings illustrate that repeat purchases are more determined by consumers' perceptions of consistent product quality and a strong brand image, rather than just the initial purchase decision. Thus, the purchase decision does not function as an effective mediating variable between product quality and brand image on repeat purchases. The practical implication of this study is that companies need to consistently maintain product quality standards, both in terms of design, durability, and performance, and strengthen brand image through appropriate marketing and communication strategies.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management T Technology > T Technology (General) T Technology > T Technology (General) > T55.4-60.8 Industrial engineering. Management engineering |
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| Divisions: | Faculty of Engineering > Departement of Industrial Engineering | ||||||||
| Depositing User: | Alfin Rizki Sutarto | ||||||||
| Date Deposited: | 15 Sep 2025 08:27 | ||||||||
| Last Modified: | 15 Sep 2025 08:27 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/43570 |
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