The Effect Of Brand Consciousness To Repurchase Intention With Brand Loyalty As Mediator

PANDU SATRYO PANGARSO , Prof. Dr. Basu Swastha Dharmmesta, M.B.A.

2020 | Skripsi | S1 MANAJEMEN

Penelitian ini ditujukan untuk melihat efek dari Brand Consciousness terhadap Repurchase Intention dengan Brand Loyalty sebagai variabel mediasi di Tekoff Coffee, Yogyakarta. Ada 2 variabel independen yaitu Brand Consciousness dan Brand Loyalty. Variabel dependannya adalah Repurchase Intention, dengan Brand Loyalty sebagai variabel mediasi. Penelitian ini menggunakan non-probability purposive sampling dan memiliki beberapa kriteria untuk respondennya: 1) Generasi Y (22 sampai 38 tahun), 2) Sudah pernah membeli produk di Tekoff Coffee lebih dari sekali, 3) Member aktif Instagram. Penelitian ini melibatkan 200 responden yang sudah memenuhi kriteria sebelumnya. Metode analisis data adalah regresi linear sederhana dan regresi linear berganda untuk mengetes hipotesanya. Dalam penelitian ini, ditemukan bahwa Brand Consciousness secara positif mempengaruhi Brand Loyalty, Brand Loyalty secara positif mempengaruhi Repurchase Intention, Brand Consciousness secara positif mempengaruhi Repurchase Intention, dan Brand Loyalty mempunyai efek mediasi terharap hubungan antara Brand Consciousness dan Repurchase Intention. Penelitian ini diharapkan dapat memberikan pengetahuan baru untuk marketer di Indonesia terutama mengenai brand consciousness pelanggan dan brand loyalty, terutama di Generasi Y dan pelanggan coffee shop.

This research aims to determine the effect of Brand Consciousness to Repurchase Intention with Brand Loyalty as mediating variable in Tekoff Coffee, Yogyakarta. There are 2 independent variables which are Brand Consciousness and Brand Loyalty. The dependent variable is Repurchase Intention, with Brand Loyalty as the mediator variable. The research uses non-probability purposive sampling and respondents were selected by several criteria: 1) Generation Y (22 to 38 years old), 2) Have purchased product of Tekoff Coffee more than once, 3) Active user of Instagram. This research involves 200 respondents that have met the previous criteria. Data analysis method are simple linear regression and multiple linear regression to test the hypothesis. The findings of the research have shown that Brand Consciousness positively affect Brand Loyalty, Brand Loyalty positively affect Repurchase Intention, Brand Consciousness positively affect Repurchase Intention, and Brand Loyalty has a mediating effect to the relationship between Brand Consciousness and Repurchase Intention. This research can give new insight for marketers in Indonesia about customer's brand consciousness and brand loyalty, especially in Generation Y and coffee shop customer.

Kata Kunci : Brand Consciousness, Brand Loyalty, Repurchase Intention, Generation Y