PENGARUH BAURAN PEMASARAN DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SABUN MANDI LIFEBUOY (Studi Kasus Pada RW 04 di Kelurahan Bugel, Grobogan)

UTAMI, TITI (2022) PENGARUH BAURAN PEMASARAN DAN KEPERCAYAAN MEREK TERHADAP MINAT BELI ULANG MELALUI KEPUTUSAN PEMBELIAN SABUN MANDI LIFEBUOY (Studi Kasus Pada RW 04 di Kelurahan Bugel, Grobogan). Skripsi thesis, SEKOLAH TINGGI ILMU EKONOMI INDONESIA JAKARTA.

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Abstract

Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh bauran pemasaran dan kepercayaan merek terhadap minat beli ulang melalui keputusan pembelian sabun mandi Lifebuoy. Penelitian ini dilakukan pada pada RW 04 di kelurahan Bugel, Grobogan. Strategi penelitian yang digunakan dalam penelitian ini bersifat asosiatif. Dalam penelitian ini menggunakan data bersifat kuantitatif. Metoda yang digunakan dalam pengumpulan data adalah menggunakan kuesioner yang diukur oleh skala likert. Teknik pengambilan sampel dalam penelitian ini menggunakan teknik non probability sampling dengan jumlah sampel sebanyak 70 responden. Dalam pengolahan data ini menggunakan program SmartPLS. Hasil penelitian menunjukan bahwa variabel bauran pemasaran terdapat pengaruh secara langsung terhadap keputusan pembelian. Tidak terdapat pengaruh secara langsung bauran pemasaran terhadap minat beli ulang. Terdapat pengaruh secara langsung kepercayaan merek terhadap keputusan pembelian. Terdapat pengaruh secara langsung kepercayaan merek terhadap minat beli ulang. Tidak terdapat pengaruh secara langsung keputusan pembelian terhadap minat beli ulang. Tidak terdapat pengaruh secara tidak langsung bauran pemasaran terhadap minat beli ulang melalui keputusan pembelian. Tidak terdapat pengaruh secara tidak langsung kepercayaan merek terhadap minat beli ulang melalui keputusan pembelian. Kata Kunci : Bauran Pemasaran, Kepercayaan Merek, Minat Beli Ulang dan Keputusan Pembelian. ABSTRACT The study was conduted to determine and analyze the effect of marketing mix and brand trust on purchase intention mediated purchase decisions of Lifebuoy soap. This research wa RW 06 sub district Bugel, Grobogan. The..strategy. used.in thes research. is an associative. Research. strategy. The. Method..used.in data collection is to use a questionnaire which is measured by a Likert Scale. The non probability sampling tech nique was used in taking research samples with a total sample. size. of 70 respondents.. SmartPLS program used. in research data processing. The result of the study that marketing mix variable have a direct influence on purchase decisions. While the marketing mix variable has no direct influence on purchase intention. Brand trust has a direct influence on purchase decisions. There is a direct effect of brand trust on repurchase intention. There. is. a direct effect of brand trust on repurchase intention. The purchase decision variable does not have a direct effect on repurchase intention. There is no direct effect of purchasing decisions on repurchase intention. There is no indirect effect of the marketing mix on repurchase intention through purchasing decisions. There is no indirect effect of brand trust on repurchase intention through purchasing decisions. Keywords: Marketing Mix, Brand Trust, Purchase Intention and Purchase Decisions.

Item Type: Thesis (Skripsi)
Contributors:
ContributionContributorsNIDNEmail
Thesis advisorAprileny, Imelda0324047401UNSPECIFIED
Subjects: Manajemen > Manajemen Pemasaran
Divisions: S1 Manajemen
Depositing User: TITI UTAMI
Date Deposited: 28 Mar 2022 05:20
Last Modified: 28 Mar 2022 05:20
URI: http://repository.stei.ac.id/id/eprint/7380

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