Analisis Pengaruh Brand Image Dan Loyalitas Pelanggan Terhadap Kinerja Penjualan Dengan Repurchase Intention Sebagai Variabel Mediasi Pada PT. Changhong Electric Indonesia

  • Christian Sasrawibawa Universitas Narotama
Keywords: Brand Image, Repurchase Intention, loyalitas pelanggan, kinerja penjualan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh secara signifikan antara Brand Image dan loyalitas pelanggan terhadap kinerja penjualan dengan Repurchase Intention sebagai variabel mediasi pada PT. Changhong Electric Indonesia. Hasil penelitian menunjukkan bahwa Brand Image dan loyalitas pelanggan berpengaruh signifikan terhadap kinerja penjualan melalui Repurchase Intention sebagai variabel mediasi pada PT. Changhong Electric Indonesia dimana nilai F hitung 13.779 dengan tingkat signifikan 0,000 <0,05 seperti yang dipersyaratkan dalam model. Kontribusi Brand Image (X1), loyalitas pelanggan (X2), dan variabel Repurchase Intention (Y) secara bersamaan yang secara langsung mempengaruhi variabel kinerja penjualan (Z) dari R2 quare = 0,301 = 30,1% .Jumlah sisanya sebesar 0,699 = 69,9% dipengaruhi oleh variabel lain yang tidak dapat dijelaskan dalam model penelitian.Terdapat pengaruh signifikan Brand Image dan loyalitas pelanggan terhadap Repurchase Intention  di PT. Changhong Electric Indonesia dimana nilai hitungan uji F 139.492  dengan tingkat signifikan000 <0,05 seperti yang dipersyaratkan dalam model. Kontribusi Brand Image (X1), loyalitas pelanggan (X2 secara bersamaan yang berpengaruh langsung terhadap Repurchase Intention  variabel (Y) memiliki nilai R square = 0742 = 74,2%. Sisanya sebesar 0258 = 25,8% dipengaruhi oleh variabel lain yang tidak dapat dijelaskan dalam model penelitian.      

 

 

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Published
2018-02-27