Pengaruh Brand Image, Brand Trust, Dan Customer Value Terhadap Repeat Purchase Intention (Studi Pada Konsumen Sepatu Bata Di Kota Medan)

Abstract

Abstract: Sepatu Bata, which was once a market leader, to maintain its position, must create a brand image and brand trust that will increase customer value which will form repurchase intention in the minds of consumers. Background of this reseach is declining in the brand index of the Sepatu Bata and fluctuations in the sales volume.  The aim of this research is to explain the effect given by brand image and brand trust to repeat purchase intention through the customer value. The type of research was explanatory research. Data were carried out by using a questionnaire, with sampling using purposive sampling. The number of samples was 100 respondents who are consumers of Sepatu Bata in Medan City. Analysis technique used validity test, reliability test, correlation coefficient, simple linear regression, coefficient of determination, t-test, and sobel test using IBM SPSS version 24.0 The results showed that the brand image had an positive and significant effect on brand trust. The brand trust had an positive and significant effect on customer value. The customer value had an positive and significant effect on repeat purchase intention. The recommendations for Sepatu Bata are actively promote on social media, interact with consumers, provide product guarantees and price discounts, and maximize services.

Keywords: brand image; brand trust; customer value; repeat purchase intention

Abstrak: Sepatu Bata yang pernah menjadi pemimpin pasar, untuk mempertahankan posisinya maka melakukan penciptaan citra merek dan kepercayaan merek yang akan meningkatkan nilai pelanggan yang akan membentuk minat membeli kembali di benak konsumen. Penelitian ini di latar belakangi oleh menurunnya indeks merek Sepatu Bata dan fluktuasi volume penjualan Sepatu Bata. Tujuan penelitian ialah menjelaskan pengaruh brand image dan brand trust terhadap repeat purchase intention melalui customer value konsumen Sepatu Bata. Tipe penelitian menggunakan explanatory research. Data dikumpulkan dengan kuesioner, sampel diambil menggunakan purposive sampling berjumlah 100 responden konsumen Sepatu Bata di Kota Medan. Teknik analisis menggunakan uji validitas, uji reliabilitas, koefisien korelasi, regresi linier sederhana, koefisien determinasi, uji signifikansi (uji t), dan uji sobel melalui IBM SPSS versi 24.0 Hasil penelitian menunjukkan bahwa variabel brand image memiliki pengaruh positif dan signifikan terhadap brand trust. Variabel brand trust memiliki pengaruh positif dan signifikan terhadap customer value. Variabel customer value memiliki pengaruh positif dan signifikan terhadap repeat purchase intention. Adapun saran bagi manajemen Sepatu Bata ialah promosi dengan aktif di sosial media dan berinteraksi dengan konsumen, memberi jaminan produk dan potongan harga, serta memaksimalkan pelayanan.

Kata Kunci: brand image; brand trust; customer value; repeat purchase intention