PELUANG REPURCHASE INTENTION PADA E-COMMERCE WEBSITES DENGAN MENINGKATKAN BRAND LEADERSHIP

  • Afif Maulana Universitas Trisakti
  • Yolanda Masnita
Abstract Views: 167 times
PDF Downloads: 222 times
Keywords: Brand leadership, E-commerce, Repurchase intention, Satisfaction

Abstract

E-commerce is a form of trading carried out online using the internet. E-commerce can be done via computers, laptops, and even smartphones. This research aims to test and analyze the influence of Brand Leadership on Satisfaction, Satisfaction on Repurchase Intention and Brand Leadership on Repurchase Intention on e-commerce websites. The population of this research are people who use or buy products on e-commerce websites. The sampling procedure used in this research to collect relevant data was the use of a questionnaire. A total of 131 samples were collected and the method in this research used a purposive sampling method. Data were analyzed using SEM (Structural Equation Modeling) and AMOS (Analysis of Moment Structure) methods. The results of this research show that Brand Leadership has a positive influence on Satisfaction, Satisfaction has a positive influence on Repurchase Intention and Brand Leadership does not have a positive influence on Repurchase Intention.se Intention and Brand Leadership does not have a positive influence on Repurchase Intention.

Downloads

Download data is not yet available.

References

Aaker, D. &. (2012). brand leadership. London: Simon & Schuster UK.

Arafah, Y. Y. (2022). Pengaruh Brand Leadership terhadap Trust, Satisfaction and Repurchase Intention pada Brand Fashion di Platform E-commerce. JIIP (Jurnal Ilmiah Ilmu Pendidikan), Volume 5, Nomor 8, Agustus 2022.

Cho, W. C. (2019). E-commerce brand The Effect of perceived brand leadership on consumer's satisfaction and repurchase intention on e-commerce websites. Asia Pasific journal of marketing and logistics, vol.33 no 6,2023.

Dave Natakusuma Imam Raharjo, D. D. (2016). PENGARUH BRAND LEADERSHIP DAN PERCEIVED QUALITY TERHADAP CUSTOMER LOYALTY DENGAN BRAND PERSONALITY SEBAGAI VARIABEL PERANTARA DAN BRAND TRUST SEBAGAI VARIABEL INTERVENING PADA MERLION SCHOOL SURABAYA. Jurnal Manajemen Pemasaran, Vol. 10, No. 1, April 2016.

Deri Rahma Yandi, W. S. (2019). Pengaruh Kualitas Informasi, Kualitas Sistem, dan Kualitas Layanan Terhadap Minat Beli Ulang Pengguna E-Commerce Situs Blibli.Com dengan Kepuasan Sebagai Variabel Intervening pada Masyarakat Kota Padang. Jurnal Kajian Manajemen dan Wirausaha, Jurnal Kajian Manajemen dan Wirausaha.

Dewiana Novitasari, B. B. (2022). Linking between Brand Leadership, Customer Satisfaction, and Repurchase Intention in the E-commerce Industry. International Journal of social and management studies, 3(1), 280–289.

Fayza Najeela Pakutandang, I. (2022). THE INFLUENCE OF SHOPEE BRAND LEADERSHIP ON CUSTOMER LOYALTY WITH CUSTOMER SATISFACTION AS INTERVENING VARIABLE. Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntasi), Vol. 6 No. 3, 2022.

JOSEPH F. HAIR JR. WILLIAM C. BLACK, B. J. (1995). MULTIVARIATE DATA ANALYSIS. Prentice Hall.

K.W Bhuanaputra, K. G. (2020). THE EFFECT OF PERCEIVED BRAND LEADERSHIP TOWARDS CONSUMER SATISFACTION AND REPURCHASE INTENTION ON E-COMMERCE WEBSITE. Russian Journal of Agricultural and Socio-Economic Sciences, 97(1):66-73.

Kotler, P. (2016). Marketing Management . London: Pearson Education.

Mahira, P. H. (2021). PENGARUH KUALITAS PRODUK DAN KUALITAS PELAYANAN TERHADAP KEPUASAN PELANGGAN INDIHOME. Konferensi Riset Nasional Ekonomi, Manajemen, Dan Akuntansi, Volume 2, 2021│hlm.1267-1283.

Nuri Wiyono, S. A. (2021). Kepemimpinan Merek pada Website E-commerce: Analisis Pengaruhnya terhadap Niat Pembelian Ulang. EDUKATIF: JURNAL ILMU PENDIDIKAN, Volume 3 Nomor 6 Tahun 2021 Halm 4689 - 4699.

Rico Ilham Sutrisno, D. D. (2022). PENGARUH PROMOSI PENJUALAN. Jurnal Manajemen, Bisnis, dan Kewirausahaan, Vol. 2, No. 1, Mei 2022, hal.1-12.

Roscoe, J. T. (1975). Fundamental research statistics for the behavioural sciences. new york: Holt Rinehart & Winston.

Soelasih, Y. (2020). Analisa Pengaruh Atribut Toko Online Terhadap Repurchase Intention dengan Mediasi Customer Satisfaction pada Konsumen Shopee di Indonesia. Jakarta: Program Studi Magister Manajemen Fakultas Ekonomi dan Bisnis Unika Atma Jaya.

Tjiptono, F. G. (2016). Service, quality dan satisfaction (Edisi 4). Yogyakarta: Andi.

Yulianti Dwi Astuti, Z. Z. (2021). BAURAN PROMOSI TERHADAP PEMBELIAN KEMBALI PRODUK ELEKTRONIK PT. DIVA. JURNAL ILMU MANAJEMEN UNIVERSITAS TADULAKO, Vol. 7, No 1, Januari 2021, 088-096.

Published
2023-12-23
How to Cite
Maulana, A., & Yolanda Masnita. (2023). PELUANG REPURCHASE INTENTION PADA E-COMMERCE WEBSITES DENGAN MENINGKATKAN BRAND LEADERSHIP. Jurnal Bisnis Terapan, 7(2), 181 - 190. https://doi.org/10.24123/jbt.v7i2.5791