Hardianti, Bernadeth Gabriella Putri (2024) Pengaruh Electronic Word of Mouth, Kualitas Produk, dan Kepuasan terhadap Repurchase Intention pada Produk Somethinc (Studi pada Masyarakat Kota Surabaya). Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
Faster business development and increasingly fierce business competition make companies need to design appropriate marketing strategies to excel over their competitors. This is because every company will continue to compete to attract consumer interest in the products or services it offers. If the product or service matches consumer expectations, then consumers tend to have an interest in making repeat purchases. This study aims to determine and analyze the effect of Electronic Word of Mouth, Product Quality, and Satisfaction on Repurchase Intention. This research uses a quantitative approach with an associative research type. The population in this research is Somethinc product customers in Surabaya City. The sample used in this study was 100 respondents, taken using the purposive sampling technique with the criteria of Surabaya City residents who are at least 17 years old, have made purchases, and have used Somethinc products at least twice. The data analysis technique in this study consists of a validity test, reliability test, classical assumption test, multiple linear regression test, and hypothesis testing. The results of this study indicate that the variables of Electronic Word of Mouth, Product Quality, and Satisfaction simultaneously have a significant effect on Repurchase Intention. Electronic Word of Mouth, Product Quality, and Satisfaction variables partially also have a significant effect on Repurchase Intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Gaby Bernadeth Gabriella Putri Hardianti | ||||||||
| Date Deposited: | 25 Apr 2024 07:25 | ||||||||
| Last Modified: | 25 Apr 2024 07:25 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/21911 |
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