Pengaruh Pengalaman Merek dan Kepribadian Halal Merek Terhadap Minat Beli Kembali dengan Preferensi Merek Sebagai Variabel Mediasi
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Abstract
Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman merek dan kepribadian halal merek tehadap minat beli kembali dengan preferensi merek sebagai variabel mediasi. Objek dalam penelitian ini adalah pengguna kosmetik merek Wardah di Jawa Tengah. Penelitian yang dilakukan merupakan penelitian kuantitatif dengan menyebarkan kuisioner sebagai teknik pengambilan data. Sampel penelitian yang digunakan sebanyak 100 responden dengan teknik nonprobability sampling. Data yang diperoleh diolah menggunakan alat analisis SPSS 25. Metode analisis data meliputi uji instrumen, uji asumsi klasik, uji hipotesis, dan uji path analysis. Hasil penelitian menunjukkan bahwa pengalam merek tidak memiliki pengaruh langsung yang positif terhadap minat beli kembali. Sedangkan itu kepribadian halal merek dan preferensi merek memiliki pengaruh langsung yang positif terhadap minat beli kembali konsumen. Berdasarkan analisis jalur, preferensi merek tidak mampu memediasi pengaruh pengalaman merek dan kepribadian halal merek terhadap minat beli kembali.
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