PERAN MEDIASI BRAND IMAGE DAN BRAND EXPERIENCE PADA PENGARUH PERCEIVED QUALITY TERHADAP POST-PURCHASE INTENTION MIXUE DI SURABAYA
:
https://doi.org/10.9744/pemasaran.17.2.112-120
Keywords:
brand experience, brand image, perceived quality, post-purchase intentionAbstract
Penelitian ini bertujuan untuk menguji peran mediasi brand image (BI) dan brand experience (BE) sebagai mekanisme yang mungkin menghubungkan pengaruh positif perceived quality (PQ) terhadap post-purchase intention (PPI). Dengan menggunakan Mixue, waralaba es krim dan teh yang sedang berkembang pesat sebagai obyek penelitian, studi ini melakukan survei terhadap 151 responden di Surabaya selama Mei-Juni 2023. Analisis PLS-SEM menunjukkan bahwa PQ berpengaruh positif terhadap PPI (direct effect: std. coef. = 0,201**; total effect: std. coef. = 0,742**; R2 = 0,771), menguatkan temuan penelitian terdahulu. Menariknya, penelitian ini menambahkan bahwa BE memiliki peran mediasi yang dominan pada pengaruh tersebut dibanding BI (indirect effect: std. coef. BE vs BI = 0,413**vs 0,127*). Informasi ini memberikan arah manajerial untuk meningkatkan PPI yaitu melalui penguatan indikator-indikator PQ yang berkaitan erat dengan pembentukan BE.
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Copyright (c) 2023 Chedian Jules Pramono, Yohanes Sondang Kunto, Adriana Aprilia
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