PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP MINAT PEMBELIAN ULANG PRODUK PAKAIAN GURLBUCKET DIKALANGAN MAHASISWA MANAJEMEN UNIVERSITAS PENDIDIKAN GANESHA PADA APLIKASI TIKTOKSHOP

Lestari, Ni Kadek Ayu Emas Adi (2026) PENGARUH CITRA MEREK DAN KEPUASAN PELANGGAN TERHADAP MINAT PEMBELIAN ULANG PRODUK PAKAIAN GURLBUCKET DIKALANGAN MAHASISWA MANAJEMEN UNIVERSITAS PENDIDIKAN GANESHA PADA APLIKASI TIKTOKSHOP. Undergraduate thesis, Universitas Pendidikan Ganesha.

This is the latest version of this item.

[img] Text (COVER)
2217041108-COVER.pdf
Download (28MB)
[img] Text (ABSTRAK)
217041108-ABSTRACT.pdf
Download (9MB)
[img] Text (BAB 1 PENDAHULUAN)
2217041108-BAB 1 PENDAHULUAN.pdf
Download (9MB)
[img] Text (BAB 2 KAJIAN TEORI)
2217041108-BAB 2 KAJIAN TEORI.pdf
Restricted to Repository staff only
Download (9MB)
[img] Text (BAB 3 METODE PENELITIAN)
2217041108-BAB 3 METODE PENELITIAN.pdf
Restricted to Repository staff only
Download (9MB)
[img] Text (BAB 4 PEMBAHASAN)
2217041108-BAB 4 PEMBAHASAN.pdf
Restricted to Repository staff only
Download (9MB)
[img] Text (BAB 5 PENUTUP)
2217041108-BAB 5 PENUTUP.pdf
Restricted to Repository staff only
Download (9MB)
[img] Text (DAFTAR PUSTAKA)
2217041108-DAFTAR PUSTAKA.pdf
Download (9MB)
[img] Text (LAMPIRAN)
2217041108-LAMPIRAN.pdf
Download (9MB)

Abstract

The rapid growth of the fashion industry in Indonesia, particularly through social commerce platforms such as TikTok Shop, has intensified competition among brands in maintaining and building customer loyalty. One indicator of customer loyalty is a high repurchase intention toward a product. In a highly competitive market, companies are required to establish a strong, positive, and memorable brand image to create favorable perceptions in consumers' minds. A positive brand image not only influences initial purchase decisions but also plays an important role in shaping customer experiences and satisfaction after purchase. This study aims to analyze the effect of brand image on repurchase intention of Gurlbucket products, with customer satisfaction as an intervening variable among female students of the Management Study Program at Universitas Pendidikan Ganesha in 2025 who had previously purchased products through TikTok Shop. This research employed a quantitative approach with a causal research design. The sampling technique used was purposive sampling, involving 110 respondentsThe collected data were analyzed using path analysis with the assistance of SPSS software to examine both direct and indirect effects among the research variables simultaneously and partially. The results indicate that: (1) brand image has a positive and significant effect on repurchase intention, (2) brand image has a positive and significant effect on customer satisfaction, (3) customer satisfaction has a positive and significant effect on repurchase intention, and (4) customer satisfaction mediates the effect of brand image on repurchase intention. Therefore, the stronger the brand image perceived by consumers, the higher the level of customer satisfaction and the greater the likelihood of making repeated purchases of the product in the future.

Item Type: Thesis (Undergraduate)
Uncontrolled Keywords: Citra Merek, Kepuasan Pelanggan, Niat Beli Ulang, TikTokshop, Gurlbucket
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
Divisions: Fakultas Ekonomi > Jurusan Manajemen > Program Studi Manajemen (S1)
Depositing User: NI KADEK AYU EMAS ADI LESTARI
Date Deposited: 25 Jun 2026 01:15
Last Modified: 25 Jun 2026 01:15
URI: http://repo.undiksha.ac.id/id/eprint/30144

Available Versions of this Item

Actions (login required)

View Item View Item