Analisis Pengaruh Kepuasan dan Kepercayaan pada Merek Serta Kepuasan dan Kepercayaan Pada Ritel Terhadap Pembelian Ulang

Steven, Steven (2010) Analisis Pengaruh Kepuasan dan Kepercayaan pada Merek Serta Kepuasan dan Kepercayaan Pada Ritel Terhadap Pembelian Ulang. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Over the years, retailer has created new alternatives to stay close to high quality brands are sold. A brand that has strong brand equity is a valuable asset for manufacturers and retailers. Therefore, the purpose of this study was to examine role of trust and customer satisfaction, and repurchase by the retailer. This study uses four fast food restaurants such as KFC, Pizza Hut, Mc Donald's and A&W. Sample selection method using a purposive sampling nonprobability sampling. Data collected by distributing questionnaires to 100 people who visited the fast food restaurants. Analysis of data by using simple regression analysis and multiple regression. Results showed that there was a significant relationship with brand satisfaction significantly influence brand trust, brand satisfaction with significant impact on satisfaction with retailers, brand trust with significantly affect the retailer confidence, and satisfaction with the retailer significant effect on trust in the retailer, and the confidence in retailers significant effect on repurchase intentions resellers also on the satisfaction of retailers significant influence intention to repurchase a reseller. Keywords: brand trust, satisfaction, repurchase intention, retail

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