Faza, Afina Hasya (2026) Pengaruh Brand Ambassador, Brand Image Dan Price Terhadap Repurchase Intention (Studi Pada Konsumen Produk Fiesta Ready To Go Lava x TREASURE di Surabaya). Undergraduate thesis, UPN "Veteran" Jawa Timur.
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Abstract
This study aims to examine the effects of brand ambassador, brand image, and price on the repurchase intention of Fiesta Ready To Go Lava x TREASURE consumers in Surabaya. This research applies an associative design with a quantitative approach. The population comprised consumers of Fiesta Ready To Go Lava x TREASURE in Surabaya, and the sample consisted of 150 respondents. Respondents were selected through non-probability purposive sampling based on the criteria of having purchased the product at least once, being at least 17 years old, and residing in Surabaya. Data were collected using questionnaires and analysed through validity, reliability, classical assumption, multiple linear regression, F-test, and t-test procedures with SPSS version 31. The findings indicate that: (1) brand ambassador, brand image, and price simultaneously have a positive and significant effect on repurchase intention; (2) brand ambassador partially has a positive and significant effect on repurchase intention; (3) brand image partially has a positive and significant effect on repurchase intention; and (4) price partially has a positive and significant effect on repurchase intention.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce H Social Sciences > HF Commerce > HF5001 Business. Business Administration |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Afina Hasya Faza | ||||||||
| Date Deposited: | 31 Aug 2026 08:17 | ||||||||
| Last Modified: | 31 Aug 2026 08:17 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59280 |
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