FAKTOR-FAKTOR YANG MEMPENGARUHI REPURCHASE INTENTION PADA OLI AHM DI SUKOHARJO

MUHAMMAD, DIFA’UDDIN AL FUADY (2022) FAKTOR-FAKTOR YANG MEMPENGARUHI REPURCHASE INTENTION PADA OLI AHM DI SUKOHARJO. Other thesis, Universitas Islam Batik Surakarta.

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Abstract

Muhammad Difa'uddin Al Fuady (2020P20008). Factors Affecting Repurchase Intention To AHM Oil In Sukoharjo. Thesis. Surakarta. Graduate program. Surakarta Batik Islamic University. 2021. The aims of this study are: 1) To determine the effect of brand image on repurchase intention. 2) To determine the effect of brand trust on Repurchase Intention. 3) To determine the effect of customer experience on Repurchase Intention. 4) To determine the effect of social media on Repurchase Intention. This type of research is quantitative research. The population of this research is the people of Sukoharjo who use AHM oil products with a sample of 100 people. The sampling technique uses a random sampling method with the consideration of consumers who use AHM oil and have used AHM oil for 1 year. The data analysis techniques used are validity test, reliability test, normality test, multicollinearity test, heteroscedasticity test, multiple linear regression analysis, F test, t test, and R Square using SPSS Version 21. The results of the F test show that Brand Image, Brand Trust, Customer Experience and Social Media simultaneously affect AHM Oil Repurchase Intention in Sukoharjo. Based on the results of partial hypothesis testing, Brand Image has a positive and significant effect on Repurchase Intention of AHM Oil Products in Sukoharjo. Brand Trust has a positive and significant effect on the Repurchase Intention of AHM Oil Products in Sukoharjo. Customer Experience has a positive and significant effect on Repurchase Intention of AHM Oil Products in Sukoharjo. Social Media has a positive and significant effect on Repurchase Intention of AHM Oil Products in Sukoharjo. The results of the coefficient of determination in the calculation of multiple linear regression analysis can be seen that the amount of Adjusted R2 obtained is 0.394 or 39.4%. This shows that Brand Image, Brand Trust, Customer Experience and Social Media affect the Repurchase Intention of AHM Oil Products in Sukoharjo by 39.4%.

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