PENGARUH BRAND CREDIBILITY TERHADAP INFORMATION EFFICIENCY DAN RISK REDUCTION, SERTA DAMPAKNYA ATAS REPURCHASE INTENTION

Aekram Faisal

Abstract


This research conducted to know the influence of Brand Credibility to Information efficiency and
Risk reduction, also the influence of Information efficiency and Risk reduction to Repurchase
intention. This research aimed to know the influence of Brand Credibility to Repurchase intention
that mediated by Information efficiency and Risk reduction. The methodology of this research is
testing hypothesis research. The sample collecting by questionnaire of 150 respondents from
Starbucks Coffee who visit Starbucks Coffee minimum 2 times in the last 2 months. The sample
collection tchenique used in this research is purposive sampling. The analysis tool is structural
equation model (SEM). The result of this research showed there is an influence of brand credibility
to information efficiency, also found the influence of brand credibility to risk reduction, the
influence information efficiency to repurchase intention, and influence risk reduction to repurchase
intention. This research conducted in the limited field, that is Starbuck Coffee in West Jakarta area
only and this research do not put others variables such as related variable to Brand credibility. The
implication of this reseach is manager able to apply marketing strategy to improve repurchase
intention. This research able to be as reference for marketing to apply the strategy to improve
their selling.
Keywords: Brand Credibility, Information efficiency, Risk reduction, Repurchase intention


Full Text:

PDF

Article Metrics

Abstract views : 0| PDF views : 0


DOI: http://dx.doi.org/10.25105/jmpj.v8i1.1397

Refbacks

  • There are currently no refbacks.




Copyright (c) 2017 Manajemen dan Pemasaran Jasa



 

 

Lisensi Creative Commons

Jurnal manajemen dan pemasaran jasa  Lisensi Creative Commons Atribusi-NonKomersial 4.0 Internasional.