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All Journal Jurnal Papatung : Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik
Sugiyanto
Universitas Esa Unggul
Humanities Social Sciences

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PENGARUH KUALITAS PRODUK, CITRA MEREK DAN WORD OF MOUTH TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN PADA MAHASISWA ESA UNGGUL PENGGUNA IPHONE Sugiyanto; Edo Maryanto
PAPATUNG: Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik Vol 4 No 2 (2021): JURNAL PAPATUNG Volume 4 Nomor 2 Tahun 2021
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/japp.v4i2.453

Abstract

The purpose of this study was to determine the effect of product quality, brand image and word of mouth on repurchase interest through consumer satisfaction in Esa Unggul Student Iphone users. This type of research is quantitative research with causal associative research. The population in this study were 170 regular and parallel active students at Esa Unggul University, Faculty of Economics, Citra Raya, which were taken using the purposive sampling method. Data testing was carried out using the validity test, reliability test, and path analysis methods. Based on the results of the study, several conclusions can be drawn as follows: 1) Product Quality, Brand Image, Word of Mouth variables have a positive and significant effect on consumer satisfaction in students of the economics faculty of Esa Unggul University; 2) Variables of Product Quality, Brand Image, Word of Mouth, and Consumer Satisfaction have a positive and significant effect on repurchase interest in students of the economics faculty of Esa Unggul University; 3) Product Quality and Brand Image variables have a positive and significant influence on repurchase intention but consumer satisfaction does not mediate; and 4) Word of Mouth variable has a positive and significant effect on repurchase intention by mediating consumer satisfaction.
PENGARUH CITRA MEREK DAN PROMOSI TERHADAP LOYALITAS KONSUMEN DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING PADA PRODUK KANTONG PLASTIK TOMAT Sugiyanto; Robert Aprioman
PAPATUNG: Jurnal Ilmu Administrasi Publik, Pemerintahan dan Politik Vol 4 No 2 (2021): JURNAL PAPATUNG Volume 4 Nomor 2 Tahun 2021
Publisher : GoAcademica Research dan Publishing

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.54783/japp.v4i2.464

Abstract

The purpose of this study was to analyze the effect of brand image and promotion on consumer loyalty with satisfaction as an intervening variable on tomato plastic bag products. This type of research uses associative research. The data source used is the primary data source. In this study the dependent variable is loyalty (Y), the independent variable is brand image (X1) and promotion (X2), and the intervening variable is consumer satisfaction (Z). The data test in this study consisted of a validity test, a reliability test and a path analysis test. Based on the analysis of the research data, it can be concluded that: 1) Brand Image (X1) and Promotion (X2) affect satisfaction (Z); 2) Brand Image (X1) and Promotion (X2) affect Loyalty (Y); 3) Satisfaction (Z) has an effect on Loyalty (Y); and 4) Brand Image (X1) and Promotion (X2) have an influence on consumer loyalty through consumer satisfaction of Tomato brand Plastic Bag Products.
Co-Authors Edo Maryanto Robert Aprioman