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WILDAN FIRMAN SYAH
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THE EFFECT OF BRAND EXPERIENCE AND PERCEIVED VALUE ON REPURCHASE INTENTION: THE ROLE OF TECHNOLOGY ADOPTION LEVEL AS MODERATOR VARIABLE (Survey on Smartphone User in Purwokerto City)
Abstrak (Bhs. Indonesia)
The aims of this research were to analyze the effect of brand experience as well as perceived value on repurchase intention and to analyze the effect of technology adoption in the relationship between brand experience and perceived value on repurchase intention. Type of this research was a survey method. This research was conducted at Jenderal Soedirman University in Purwokerto. Target population of this research was graduate students of Jenderal Soedirman University Purwokerto who use smartphone. Based on calculation result of interval estimate technique and to meet the minimal sample size, then amount of respondents in this research of 100 students. Sampling technique of this research uses convenience sampling. Furthermore, technique of data analysis that used in this research was sub-group moderated regression analysis. Refers to the result of sub-group moderated regression analysis, it can be concluded that brand experience as well as perceived value has positive effect on repurchase intention and technology adoption strengthens the effect of brand experience and perceived value on repurchase intention of smartphone user at Jenderal Soedirman University in Purwokerto. Based on the conclusions, it can be implied that as an effort to increase repurchase intention of smartphone user, the management of smartphone provider needs to pay attention on brand experience, perceived value and technology adoption variables
Abtrak (Bhs. Inggris)
The aims of this research were to analyze the effect of brand experience as well as perceived value on repurchase intention and to analyze the effect of technology adoption in the relationship between brand experience and perceived value on repurchase intention. Type of this research was a survey method. This research was conducted at Jenderal Soedirman University in Purwokerto. Target population of this research was graduate students of Jenderal Soedirman University Purwokerto who use smartphone. Based on calculation result of interval estimate technique and to meet the minimal sample size, then amount of respondents in this research of 100 students. Sampling technique of this research uses convenience sampling. Furthermore, technique of data analysis that used in this research was sub-group moderated regression analysis. Refers to the result of sub-group moderated regression analysis, it can be concluded that brand experience as well as perceived value has positive effect on repurchase intention and technology adoption strengthens the effect of brand experience and perceived value on repurchase intention of smartphone user at Jenderal Soedirman University in Purwokerto. Based on the conclusions, it can be implied that as an effort to increase repurchase intention of smartphone user, the management of smartphone provider needs to pay attention on brand experience, perceived value and technology adoption variables
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