Anteseden Repurchase Intention Produk Sneakers

Authors

  • Farhan Ramadhan Alfarizi Universitas Trisakti , Indonesia
  • Arnolt Kristian Pakpahan Universitas Trisakti , Indonesia

DOI:

https://doi.org/10.31004/jptam.v7i2.9374

Keywords:

Brand Identity, Corporate Social Responsibility, Hedonic Benefits, Utilitarian Benefits, Repurchase Intention

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh utilitarian benefits, hedonic benefits, dan CSR terhadap repurchase intention atas produk sneakers. Variabel bebas dalam penelitian ini adalah utilitarian benefits, hedonic benefits, dan CSR. Penelitian ini menggunakan model persamaan struktural (SEM) mengadopsi perangkat lunak SPSS-AMOS. Sampel yang digunakan tidak dipilih secara acak dimana informasi yang diperoleh sesuai dengan kriteria tertentu yaitu sesuai dengan rumusan masalah dan tujuan penelitian. Hasil penelitian ini menunjukkan bahwa utilitarian benefits berpengaruh positif terhadap brand identity, hedonic benefits berpengaruh positif terhadap brand identity dan CSR secara positif mempengaruhi brand identity. Selain itu, brand identity berpengaruh positif terhadap repurchase intention. Penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi manajer pemasaran agar dapat mengubah konsumen pasif menjadi aktif dan mencocokkan peluang pemasaran dengan brand identity melalui konten program pemasaran yang memasukkan perpaduan karakteristik CSR yang tepat dalam produknya.

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Published

31-08-2023

How to Cite

Alfarizi, F. R., & Pakpahan, A. K. (2023). Anteseden Repurchase Intention Produk Sneakers. Jurnal Pendidikan Tambusai, 7(2), 18873–18883. https://doi.org/10.31004/jptam.v7i2.9374

Issue

Vol. 7 No. 2 (2023): Agustus 2023

Section

Articles of Research

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Copyright (c) 2023 Farhan Ramadhan Alfarizi, Arnolt Kristian Pakpahan

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