PENGARUH CITRA PERUSAHAAN TERHADAP NIAT BELI ULANG: UJI KEPERCAYAAN SEBAGAI VARIABEL PEMEDIASI
DOI:
https://doi.org/10.24002/modus.v32i2.3509Abstract
ABSTRACT
This study examines the effect of corporate image on online repurchase intention, directly or indirectly through consumer trust. Research object determined in this study is ojek online services. A total of 200 respondents were recruited as samples by using purposive sampling method. Data were collected through survey design with structured questionnaires. To verify hypotheses, data were processed using SPSS statistical program with multiple regression method. Path analysis was employed to test the role of trust in mediating the influence of corporate image on repurchase intentions. The research found that the increasing of corporate image has an effect on increasing trust and customer intention to repurchase. A high level of trust in Ojek online service companies contributes on increasing consumer repurchase intentions. It is found that trust partially mediate the effect of corporate image on repurchase intention.
Keywords: company image; repurchase intention; trustworthiness; mediation variable; online transportation
ABSTRAK
Penelitian ini menguji pengaruh citra perusahaan terhadap niat pembelian ulang, baik secara langsung maupun tidak langsung melalui kepercayaan konsumen. Objek penelitian yang dipilih dalam studi ini adalah jasa ojek online. Sebanyak 200 responden direkrut sebagai sampel dengan menggunakan metode purposive sampling. Pengumpulan data dilakukan melalui desain survei online dengan kuesioner terstruktur. Untuk memverifikasi hipotesis, data diolah dengan menggunakan program statistik SPSS dengan metode multiple regression. Analisis Path digunakan untuk menguji peran kepercayaan dalam memediasi pengaruh citra perusahaan terhadap niat pembelian ulang. Temuan studi menyatakan bahwa citra yang baik dari perusahaan jasa layanan ojek online berpengaruh pada meningkatnya kepercayaan maupun niat pembelian ulang konsumen pengguna layanan ojek online. Tingkat kepercayaan yang tinggi pada perusahaan jasa layanan ojek online berkontribusi dalam meningkatkan niat pembelian ulang konsumen. Tingkat kepercayaan memediasi secara parsial pengaruh citra perusahaan terhadap niat beli ulang.
Kata kunci: citra perusahaan; niat pembelian; kepercayaan; variabel mediasi; ojek online
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