Angelina, Nurul (2024) Pengaruh Customer Experience dan Brand Trust terhadap Repurchase Intention pada Customer CGV di Surabaya. Undergraduate thesis, UPN Veteran Jawa Timur.
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Abstract
The entertainment industry in Indonesia, especially the cinema sector, has shown significant development in recent years. In Surabaya, CGV faces stiff competition from other cinema chains such as XXI and Cinepolis. In such a competitive situation, it is important for CGV to not only attract new customers but also retain existing customers by improving customer experience and building brand trust. This research aims to analyze Customer Experience and Brand Trust contributing to Repurchase Intention among CGV customers in Surabaya. This type of research is quantitative research with Structural Equation Modeling Partial Least Square (SEM PLS) for data analysis method. The sampling technique used Non Probability Sampling with Incidental Sampling approach. The population in this research were people who had watched a movie at CGV Surabaya and were domiciled in Surabaya with a sample of 110 people. Based on the research results, Customer Experience contributes to Repurchase Intention among CGV customers in Surabaya. Meanwhile, Brand Trust does not contribute to Repurchase Intention. This research shows that Customer Experience can be an effective strategy to encourage customers to do Repurchase Intention. Keywords: Customer Experience; Brand Trust; Repurchase Intention
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HC Economics H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Economic > Departement of Management | ||||||||
| Depositing User: | Nurul Angelina - | ||||||||
| Date Deposited: | 10 Oct 2024 03:02 | ||||||||
| Last Modified: | 10 Oct 2024 03:02 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/31208 |
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