ANJANI, LAURENT REGINA (2026) ROLE OF BRAND TRUST IN MEDIATING THE EFFECT OF PRODUCT DIFFERENTIATION AND PRICE ON REPURCHASE DECISION OF KOPI KENANGAN CUSTOMERS IN SURABAYA. Masters thesis, UNIVERSITAS PEMBANGUNA NASIONAL "VETERAN" JAWA TIMUR.
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Abstract
This study examines role of brand trust in mediating the effect of product differentiation and price on the repurchase decision of Kopi Kenangan customers in Surabaya. The research was conducted at Kopi Kenangan Merr, BP Margorejo, Ahmad Yani, and The Square using a quantitative approach involving 200 respondents selected through purposive sampling and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The structural model explained 47% of the variance in Brand Trust (R² = 0.47) and 71% of the variance in Repurchase Decision (R² = 0.71). The results showed that product differentiation and price significantly influenced brand trust, whereas their direct effects on repurchase decision were not significant. Brand trust had the strongest effect on repurchase decision (β = 0.79, p < 0.01) and mediated the relationships between product differentiation, price, and repurchase decision. These findings highlight brand trust as the key mechanism linking product differentiation and price with repurchase decision among Kopi Kenangan customers in Surabaya. Keywords: Product Differentiation; Price; Brand Trust; Repurchase Decision; SEM-PLS
| Item Type: | Thesis (Masters) | ||||||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||||||
| Divisions: | Faculty of Agriculture > Magister Agribusiness | ||||||||||||
| Depositing User: | LAURENT REGINA ANJANI | ||||||||||||
| Date Deposited: | 09 Jul 2026 04:11 | ||||||||||||
| Last Modified: | 09 Jul 2026 04:50 | ||||||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/54276 |
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