Trisnalia, Vivia Nur Salsabila (2024) Pengaruh Brand Ambassador, Brand Image, Dan Brand Trust Terhadap Repurchase Intention (Studi Pada Konsumen Produk TosTos x NCT Dream di Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
This research (Study on TosTos x NCT Dream Product Consumers in Surabaya) aims to analyze the effect of brand ambassadors, brand image, and brand trust on repurchase intention. This type of research is an associative method with a quantitative approach. This research variable is measured using a Likert scale. The population in the study are all consumers with a minimum age of 17 years who have consumed TosTos X NCT Dream products at least once and live in Surabaya. Using the Cochran formula, 100 respondents became the sample of this study. Purposive sampling is the sampling method used. The data collection technique used in this study was a questionnaire, which was compiled using Google Forms and disseminated online on various social media platforms. The data analysis method of this study includes validity test, reliability test, and classical assumption test (normality, heteroscedasticity, multicollinearity, and autocorrelation), multiple linear regression analysis, coefficient of determination and hypothesis testing (F test and T test). The research findings show that brand ambassador, brand image, and brand trust have a significant positive impact on the repurchase intention of TosTos x NCT Dream products. Repurchase intention is not positively and significantly influenced by brand ambassadors. Brand image variables partially have a positive and significant effect on repurchase intention. The brand trust variable partially has a positive and significant effect on repurchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | 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: | Vivia Nur Salsabila Nur Salsabila Trisnalia | ||||||||
| Date Deposited: | 25 Apr 2024 07:17 | ||||||||
| Last Modified: | 25 Apr 2024 07:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21828 |
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