Peningkatan Repurchase Intention Melalui Customer Exsperience dan Product Rating Dengan Brand Trust Sebagai Variabel Intervening (Penelitian Terhadap Pelanggan Produk Fashion Lokal Erigo pada Marektpalce Shopee di Kota Semarang)

Authors

  • Bernando Aris Pradana Universitas Islam Sultan Agung, Indonesia
  • Marno Nugroho Universitas Islam Sultan Agung, Indonesia

DOI:

https://doi.org/10.57235/qistina.v4i2.6900

Keywords:

Customer Experience, Product Rating, Brand Image, Repurchase Intention

Abstract

Penelitian ini bertujuan untuk meningkatan repurchase intention melalui customer experience dan product rating yang di mediasi oleh brand image . Pada penelitian ini menggunakan pendekatan explanatory research dengan pengambilan data menggunakan kuesioner. Subjek populasi pada penelitian ini yaitu seluruh masyarakat di Kota Semarang yang dan pernah membeli produk Erigo. Jumlah pengambilan sampel dalam penelitian ini adalah 100 responden yang diperoleh dengan menggunakan Moe. Rumus pengambilan sample menggunakan teknik non probability sampling. Metode penelitian melalui program IBM SPSS 25. Berdasarkan penelitian yang dilakukan terdapat beberapa temuan yaitu, terdapat pengaruh positif antara customer experience terhadap brand image, terdapat pengaruh positif antara product rating terhadap brand image, terdapat pengaruh positif antara customer experience terhadap repurchase intention, terdapat pengaruh antara product rating  terhaap rpurchase intention, terdapat pengaruh positif brand image terhadap repurchase intention, dan brand image dapat memediasi pengaruh tidak langsung antara cutomer experience, product rating terhadap repurchase intention.

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Published

2025-12-02

How to Cite

Pradana, B. A., & Nugroho, M. (2025). Peningkatan Repurchase Intention Melalui Customer Exsperience dan Product Rating Dengan Brand Trust Sebagai Variabel Intervening (Penelitian Terhadap Pelanggan Produk Fashion Lokal Erigo pada Marektpalce Shopee di Kota Semarang). QISTINA: Jurnal Multidisiplin Indonesia, 4(2), 188–202. https://doi.org/10.57235/qistina.v4i2.6900

Issue

Vol. 4 No. 2 (2025): December 2025

Section

Articles

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