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Pengaruh Perceived Value dan Brand Image Terhadap Repurchase Intention Melalui Word Of Mouth Sebagai Variabel Intervening Smartphone Samsung Galaxy Series

*Maya Anggaeni  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Naili Farida  -  Jurusan Ilmu Administrasi Bisnis, Indonesia
Sari Listyorini  -  Jurusan Ilmu Administrasi Bisnis, Indonesia

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Abstract
This research is motivated their smartphone trends in society as well as the
more famous brand Samsung in the community. In addition to improvements in the
brand image of Samsung, Samsung also increased sales both at the global level as well
as in Indonesia, however, the increased sales of Samsung have not made the Samsung
ranked number one in the Top Brand Index from 2012 to 2014. The sample are 100
person of smartphone Samsung Galaxy consumers. The results showed that the effect of
partially or simultaneously between Perceived Value and Brand Image on Word of
Mouth. Based on a two-stage regression results indicate that Word of Mouth is an
intervening variable to variable Repurchase Intention in this study.
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Keywords: perceived value, brand image, word of mouth, repurchase intention

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