Efek Mediasi Customer Engagement pada Pengaruh Brand Performance Terhadap Repeat Purchase Pengguna Sepeda Motor Yamaha di Kota Medan

Satria Mirsya Affandy Nasution, Jufrizen Jufrizen, Muhammad Elfi Azhar

Abstract


Penelitian ini bertujuan untuk menganalisis pengaruh Brand Performance terhadap Repeat Purchase, menganalisis pengaruh Brand Performance terhadap Customer Engagement, menganalisis pengaruh Customer Engagement terhadap Repeat Purchase dan untuk menganalisis peran Customer Engagement dalam memediasi pengaruh Brand Performance terhadap Repeat Purchase Pengguna Sepeda Motor Yamaha di Kota Medan.  Penelitian ini dapat digolongkan sebagai penelitian sebab akibat (Causal Research). Lokasi penelitian ini di kota Medan dengan subjek masyarakat kota Medan yang menggunakan sepeda motor Yamaha. Adapun populasi dalam penelitian ini adalah pelanggan dari Yamaha di Kota Medan. Teknik pengambilan sampel pada penelitian ini menggunakan teknik non probability sampling, dimana semua populasi tidak memiliki peluang yang sama untuk menjadi responden dan pengambilan sampel didasarkan pada pertimbangan peneliti. Sedangkan yang menjadi sumber data dalam penelitian ini adalah sumber data primer. Teknik pengumpulan data yang digunakan yaitu wawancara, kuesioner dan studi dokumentasi.  Pengujian hipotesis yang ada pada penelitian ini dilakukan dengan menggunakan teknik path analysis.  Hasil penelitian menunjukkan bahwa Brand Performance berpengaruh langsung terhadap Customer Engagement, Customer Engagement berpengaruh langsung terhadap Repeat Purchase  dan Brand Performance berpengaruh langsung terhadap Repeat Purchase. Brand Performance tidak berpengaruh terhadap Repeat Purchase melalui Customer Engagement Pengguna Sepeda Motor Yamaha di kota Medan

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DOI: https://doi.org/10.30601/humaniora.v4i2.1195

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Copyright (c) 2020 Satria Mirsya Affandy Nasution, Jufrizen Jufrizen, Muhammad Elfi Azhar

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JURNAL HUMANIORA


Creative Commons License

This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.

© Jurnal Humaniora : Jurnal Ilmu Sosial, Ekonomi dan Hukum. Published by Center for Research and Community Service (LPPM) University of Abulyatama, Aceh, Indonesia. 2019

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