DEWI KAMALIAH SIREGAR, NPM 1901100271 (2023) PENGARUH BRAND IDENTITY TERHADAP TIMBULNYA BRAND PREFERENCE DAN REPURCHASE INTENTION PADA MEREK KOSMETIK WARDAH DI RANTAUPRAPAT. Tugas_Akhir (Artikel) JURNAL EKONOMI INTEGRA, 13 (2). pp. 434-440. ISSN 0216-4337 (p-ISSN)/ 2581-0340 (e-ISSN)
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Abstract
Tujuan penelitian ini adalah untuk mengetahui pengaruh brand identity terhadap timbulnya brand preference dan repurchase intention pada merek kosmetik wardah di Rantauprapat. Penelitian ini menggunakan metode penelitian kuantitatif dengan teknik pengumpulan data melalui penyebaran kuesioner. Sampel yang digunakan yaitu non-probability sampling dengan metode judge mental sampling. Teknik analisis data yang digunakan adalah regresi linear berganda menggunakan aplikasi SmartPLS. Hasil penelitian menunjukkan bahwa variable brand preference dan repurchase intention. Kata Kunci : Brand Identity, Brand Preference, Repurchase Intention. ================================================================================ The purpose of this study was to determine the effect of brand identity on the emergence of brand preference and repurchase intention for the cosmetic brand wardah in Rantauprapat. This study uses quantitative research methods with data collection techniques through distributing questionnaires. The sample used is non-probability sampling with the judge mental sampling method. The data analysis technique used is multiple linear regression using the smartPLS application. The results showed that the variable brand identity has a positive and significant affect on brand preference and repurchase intention. Keywords : Brand Identity, Brand Preference, Repurchase Intention.
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | Brand Identity, Brand Preference, Repurchase Intention. ======================================== Brand Identity, Brand Preference, Repurchase Intention. |
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | Unnamed user with email repository@ulb.ac.id |
| Date Deposited: | 14 Apr 2025 02:14 |
| Last Modified: | 14 Apr 2025 02:14 |
| URI: | http://repository.ulb.ac.id/id/eprint/1235 |
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