Pengaruh Brand Equity dan Brand Image terhadap Consumer Satisfaction Dalam Melakukan Repurchase Intention Produk Elektronik di Tokopedia

Abstract

Tokopedia is one of the first e-commerce in Indonesia to use a marketplace system. Many choose Tokopedia as a means to find electronic product needs ranging from electronic household appliances, electronic sports equipment, medical devices, smartphones, laptop and computer equipment, electronic accessories and many more. Brand quality and quantity are highly considered by consumers when looking for products on Tokopedia to get a satisfaction in generating repurchase intention. The purpose of this study was to determine the effect of brand equity and brand image on repurchase intention of electronic products in Tokopedia with consumer satisfaction as a intervening variable. This type of research is Quantitative Research. The technique used in this study is Non-Probability Sampling with a purposive sampling approach, namely Tokopedia consumers who have purchased electronic products three times. The sample in this study was 100 respondents. Data collection was carried out using a Questionnaire. The technique of analysis and interpretation of data uses Multiple Regression Analysis, according to the model developed in this study, and operates through the SPSS program. The results showed that brand equity (X1) and brand image (X2) had a positive effect on consumer satisfaction (Z). Then consumer satisfaction (Z) influences repurchase intention (y). Brand equity, brand image, and consumer satisfaction have a positive and significant effect on repurchase intention. Consumer satisfaction is the variable that has the highest influence on repurchase intention.

Keywords: E-commerce, Brand Equity, Brand Image, Consumer Satisfaction, Repurchase Intention