Pengaruh E-Service Quality, Brand Image, Price Competitiveness, Product Quality, dan Subscription Plan terhadap Repurchase Intention (Studi Kasus : Pengguna Operator Seluler Generasi Y dan Z)

Arsyta, Dewi Tri Cahyani (2023) Pengaruh E-Service Quality, Brand Image, Price Competitiveness, Product Quality, dan Subscription Plan terhadap Repurchase Intention (Studi Kasus : Pengguna Operator Seluler Generasi Y dan Z). Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Kebutuhan masyarakat akan telekomunikasi terus meningkat setiap tahunnya. Masyarakat terbiasa melakukan komunikasi dengan menggunakan telekomunikasi. Berdasarkan kebutuhan itu, banyak perusahaan bermunculan untuk memanfaat peluang ini. Hal ini menimbulkan persaingan antar perusahaan yang mana para perusahaan berlomba-lomba untuk memberikan yang terbaik baik layanan, harga kompetitif yang diberikan, serta meningkatkan citranya, serta aspek kualitas produk dan perancangan untuk berlangganan. Apabila banyak aspek tidak sesuai, pelanggan akan mempertimbangkan niatnya untuk melakukan pembelian ulang. Penelitian ini bertujuan untuk mengetahui pengaruh e-service quality, brand image, price competitiveness, product quality, dan subscription plan terhadap repurchase intention. Objek penelitian ini adalah brand operator seluler Telkomsel, Indosat, dan XL. Penelitian ini menggunakan pendekatan konklusif-kuantitatif dengan menggunakan metode analisis Multinomial Logistic Regression. Dari penyebaran kuesioner diperoleh 233 responden. Hasilnya diperoleh e-service quality dan product quality memiliki pengaruh semi-signifikan, price competitiveness dan subscription plan memiliki pengaruh signifikan, kemudian brand image berpengaruh negatif terhadap repurchase intention. Hasil repurchase intention pada masing-masing brand adalah Tekomsel sebesar 77.2%, Indosat sebesar 72.7%, dan XL sebesar 51.4%.
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People's need for telecommunications continues to increase every year. People are accustomed to communicating using telecommunications. Based on that need, many companies have sprung up to take advantage of this opportunity. This creates competition between companies where companies are competing to provide the best both services, competitive prices provided, and improve their image, as well as aspects of product quality and design for subscription. If many aspects do not match, the customer will consider his intention to make a repeat purchase. This study aims to determine the effect of e-service quality, brand image, price competitiveness, product quality, and subscription plan on repurchase intention. The object of this research is the cellular operator brands Telkomsel, Indosat, and XL. This study uses a conclusive-quantitative approach using the Multinomial Logistic Regression analysis method. From the distribution of questionnaires, 233 respondents were obtained. The results obtained e-service quality and product quality have a semi-significant influence, price competitiveness and subscription plan have a significant influence, then brand image has a negative effect on repurchase intention. The repurchase intention results for each brand are Tekomsel by 77.2%, Indosat by 72.7%, and XL by 51.4%.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	E-Service Quality, Brand Image, Price Competitiveness, Product Quality, Subscription Plan
Subjects:	H Social Sciences > HF Commerce > HF5415.1265 Internet marketing. H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing)
Divisions:	Faculty of Business and Management Technology > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Arsyta Dewi Tri Cahyani
Date Deposited:	03 Aug 2023 14:59
Last Modified:	03 Aug 2023 14:59
URI:	http://repository.its.ac.id/id/eprint/101968

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