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All Journal Enrichment : Journal of Management
Purwanti, Anastasia Ika
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Economics, Econometrics & Finance

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Impact of inovation, after sales service, customer relationship management on repurchase intention with corporate brand image as mediation Purwanti, Anastasia Ika; Pasaribu, Lamhot Henry
Enrichment : Journal of Management Vol. 14 No. 4 (2024): October: Management Science And Field
Publisher : Institute of Computer Science (IOCS)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/enrichment.v14i4.2021

Abstract

Advertising industry plays an important role in the development of a company, because through advertising, a company can deliver its message to consumers directly or indirectly. The study aims to test previous research on the influence of innovation, after sales service, and customer relationship management on repurchase intention through corporate brand image as a mediated variable. This research uses PT Prisma Harapan which is one of the advertising companies that many have media outside the digital space as the focus of research. The respondents of this study were obtained using purposive sampling with the sample criteria in this study being companies that had at least collaborated with PT Prisma Harapan in the last 2 years. The respondents collected in this study were 55 respondents. The collected data were analyzed using the PLS-based SEM method. The results of the study showed that innovation does not directly affect repurchase intention, innovation must go through corporate brand image as a mediating variable. However, after sales service, customer relationship management have a positive influence on repurchase intention and this influence become stronger when mediated by corporate brand image
Co-Authors Pasaribu, Lamhot Henry