BRAND EQUITY TOWARDS REPURCHASING INTENTION OF MOBILE PHONES THROUGH CONSUMER VALUE

Christina Esti Susanti(1*),

(1) Fakultas Bisnis, Universitas Katholik Widya Mandala Surabaya,
(*) Corresponding Author

Abstract


This research is aimed to partially and simultaneously examine the influence of brand equity
element towards repurchasing intention of Nokia cell phones in Surabaya through the customer
value. The populations of this research are the entire Nokia cell phones customers in Surabaya.
The numbers of population taken are 150 respondents. The sample was taken by using purposive
sampling method. The data are processed and analyzed by using hierarchical regression analysis.
The results of the research show that brand equity elements affect the customer value.
Consequently, the customer value affects the repurchasing intention of the customers. In
conclusion, the elements of brand equity partially and simultaneously affect the repurchasing
intention through the customer value in Surabaya. Based on the results of the research, it is
suggested that the producer of Nokia cell phones should creates advertisement in television,
which gives the better information about cell phones Nokia specification.

Penelitian ini bertujuan menguji pengaruh elemen ekuitas merk terhadap niat membeli ulang
melalui nilai pelanggan baik secara parsial maupun secara simultan pada telepon seluler Merk
Nokia di Surabaya. Populasi penelitian ini adalah para pengguna telepon seluler merk Nokia di
Surabaya. Jumlah sampel dalam penelitian ini ditetapkan sebesar 150 responden. Metode
pengambilan sampel menggunakan purposive random sampling. Data diolah dan dianalisis
dengan menggunakan hierarchical regression analysis. Hasil penelitian ini menunjukkan bahwa
elemen ekuitas merk mempengaruhi nilai pelanggan. Hasil penelitian ini juga membuktikan
bahwa nilai pelanggan mempengaruhi niat beli ulang. Kesimpulan yang dapat diambil dalam
penelitian ini adalah elemen ekuitas merek baik secara parsial maupun simultan mempengaruhi
niat beli ulang melalui nilai pelanggan di Surabaya. Berdasarkan hasil penelitian tersebut, saran
bagi produsen telepon seluler adalah merancang iklan di televisi, yang memberikan informasi
lebih baik tentang spesifikasi telepon seluler merk Nokia.


Keywords


brand equity, repurchasing intention, customer value

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DOI: https://doi.org/10.24123/jmb.v12i1.8

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This work is licensed under a Creative Commons Attribution 4.0 International License. ISSN: 1412-3789. e-ISSN: 2477-1783.

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