Zahro, Amelia Humaiza (2026) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS PELAYANAN TERHADAP PEMBELIAN ULANG KONSUMEN PADA APLIKASI E-COMMERCE SOCO BY SOCIOLLA DI KOTA SURABAYA. Undergraduate thesis, Universitas Pembangunan Nasional "Veteran" Jawa Timur.
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Abstract
Rapid advances in digital technology have driven the increasing use of e-commerce platforms in Indonesia, including in the beauty sector. This study aims to analyze the influence of brand image, price perception, and service quality on consumer repurchase on the SOCO by Sociolla e-commerce app in Surabaya. The method used is a quantitative approach with an associative method, which falls under explanatory research. This study employs multiple linear regression as the data analysis technique, preceded by validity and reliability tests, as well as classical assumption tests, including normality, multicollinearity, and heteroscedasticity tests. Data were collected through a questionnaire distributed to 156 respondents selected using purposive sampling, with the criteria being that they reside in Surabaya and have made at least two purchases via the SOCO by Sociolla app. The results of the study indicate that Brand Image and Price Perception have a positive and significant effect on Consumer Repurchase, whereas Service Quality does not have a significant effect when considered in isolation. However, when considered simultaneously, all three variables have a positive and significant effect on Consumer Repurchase. It is hoped that the findings of this study can serve as input for SOCO by Sociolla in improving its marketing strategies and service quality to foster consumer loyalty and repeat purchases. Keywords: Brand Image, Price Perception, Service Quality, Repeat Purchases, SOCO by Sociolla, E-Commerce.
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Amelia Humaiza Zahro | ||||||||
| Date Deposited: | 01 Sep 2026 04:05 | ||||||||
| Last Modified: | 01 Sep 2026 04:05 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/59547 |
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