[ABSTRAK
Fokus dari penelitian ini adalah untuk mengamati faktor-faktor yang secara positifmempengaruhi niat pembelian kembali jasa Go-Jek, dengan menganalisis faktorfaktorseperti citra merek, harga, kepercayaan serta nilai. Dalam riset ini, datadiperoleh dengan menggunakan teknik sample convenience sampling denganpengguna Go-Jek yang berdomisili di area Jabodetabek sebagai sampelnya.Penelitian ini menunjukkan bahwa harga berpengaruh terhadap niat pembeliankembali, harga berpengaruh positif terhadap nilai, harga berpengaruh positifterhadap niat pembelian kembali dimediasi oleh nilai, kepercayaan berpengaruhpositif terhadap nilai, kepercayaan berpengaruh positif terhadap niat pembeliankembali dimediasi oleh nilai, dan nilai berpengaruh positif terhadap niatpembelian kembali. Sementara itu, citra merek tidak berpengaruh terhadap harga,kepercayaan, nilai dan niat pembelian kembali terhadap Go-Jek. Temuan di dalampenelitian ini diharapkan akan bermanfaat untuk penelitian-penelitian berikutnyayang membahas topik ini dan juga menguntungkan bagi perusahaan Go-Jek untukmenilai faktor-faktor yang mungkin mempengaruhi niat pembelian kembaliterhadap layanan Go-Jek.ABSTRACT
This focus of this research is to observe the factors that positively influencesrepurchase intention on Go-Jek by examining several factors namely brand image,price, trust, and value. Convenience sampling was used and the samples are Go-Jek users that reside in Jabodetabek area. This research shows that price positivelyinfluences repurchase intention, price positively influences value, price positivelyinfluences repurchase intention mediated by value, trust positively influencesvalue, trust positively influences repurchase intention mediated by value, andvalue positively influences repurchase intention. Meanwhile brand image does nothave any influence toward price, trust, value, and repurchase intention of Go-Jek.The findings in this research are beneficial for further research regarding this topicand also benefit for Go-Jek company to assess factors that might influenceconsumers? repurchase intention toward their services., This focus of this research is to observe the factors that positively influencesrepurchase intention on Go-Jek by examining several factors namely brand image,price, trust, and value. Convenience sampling was used and the samples are Go-Jek users that reside in Jabodetabek area. This research shows that price positivelyinfluences repurchase intention, price positively influences value, price positivelyinfluences repurchase intention mediated by value, trust positively influencesvalue, trust positively influences repurchase intention mediated by value, andvalue positively influences repurchase intention. Meanwhile brand image does nothave any influence toward price, trust, value, and repurchase intention of Go-Jek.The findings in this research are beneficial for further research regarding this topicand also benefit for Go-Jek company to assess factors that might influenceconsumers’ repurchase intention toward their services.] |
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