Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Ulang Produk Wardah pada Marketplace Shopee di Kota Bekasi

Elisabet, Naomy Glori (2024) Pengaruh Citra Merek dan Kualitas Produk terhadap Minat Beli Ulang Produk Wardah pada Marketplace Shopee di Kota Bekasi. Sarjana (S1) thesis, STIE Tri Bhakti.

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Abstract

The purpose of this study is to determine the influence of brand image and product quality on the interest in repurchasing Wardah products on Shopee in Bekasi City. This researcher uses a quantitative research design. The population in this study is consumers of Wardah products who are people in Bekasi City. The sampling technique in this study uses cluster random sampling and purposive sampling methods. The sample was taken as many as 130 respondents using the minimum age of 17 to 40 years old respondents and domiciled in Bekasi City. The analysis used in this study is multiple regression analysis. In addition, respondents have made purchases more than 2 times on the Shopee application. The results of the partial test (t test) with a significant level of 5% showed a significant result of 0.000 < 0.05 and in the f test a significant result of 0.000 < 0.05 The results of this study showed: (1) the brand image variable had a significant effect on the consumer repurchase interest of Wardah products on Shopee in Bekasi City, (2) the product quality variable had a significant effect on the consumer repurchase interest of Wardah products on Shopee in Bekasi City.

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