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paramitha, Pasuhuk anggie
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Pengaruh Inovasi dan Brand Image terhadap Repurchase Intention Dengan Kepuasan Pelanggan sebagai Variabel Intervening paramitha, Pasuhuk anggie
JURNAL RISET BISNIS DAN MANAJEMEN Vol 7, No 4 (2019): Jrbm edisi khusus
Publisher : Universitas Sam Ratulangi

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Abstract

The purpose of this study is to determine the effect of Innovation and Brand Image on Repurchase Intention with Customer Satisfaction as intervening variable, especially on Go-Jek’s customers in Manado Cit. Data are collected through questionnaire, interviews, and library research. The numbers of respondents in this study are 400 customers who are using Go-Jek’s services in Manado City. The results show that: 1) innovation has positive and significant effect on customer satisfaction; 2) brand image has positive and significant effect on customer satisfaction; 3) innovation and brand image simultaneously have positive and significant effect on customer satisfaction; 4) innovation has positive and significant effect on repurchase intention; 5) brand image has positive and significant effect on repurchase intention; 6) customer satisfaction has positive and significant effect on repurchase intention; 7) innovation, brand image, and customer satisfaction simultaneously have positive and significant effect on repurchase intentionKeywords: Innovation, Brand Image, Customer Satisfaction, and Repurchase Intention
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