PENGARUH BRAND IMAGE, BRAND AWARENESS, BRAND COMMITMENT, DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA (Studi Kasus Isu Boikot Produk Pro Israel di Kota Madiun)

PRATIWI, SHELLA INSAN (2024) PENGARUH BRAND IMAGE, BRAND AWARENESS, BRAND COMMITMENT, DAN BRAND LOYALTY TERHADAP KEPUTUSAN PEMBELIAN ULANG PRODUK AIR MINUM DALAM KEMASAN MEREK AQUA (Studi Kasus Isu Boikot Produk Pro Israel di Kota Madiun). S1 thesis, Universitas PGRI Madiun.

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Abstract

ABSTRACT Shella Insan Pratiwi. 2024. The Influence of Brand Image, Brand Awareness, Brand Commitment, and Brand Loyalty on the Decision to Repurchase Aqua Brand AMDK Products (Case Study of the Boycott Issue of Israeli Pro Products in Madiun City). Thesis. Management Study Program, Faculty of Economics and Business, PGRI Madiun University. Supervisor (I) Dr. Heny Sidanti, S.E., M.M. (II) Indra Ayu Fatmala, S.E., M.M., CPSMM. This research examines the influence of brand image, brand awareness, brand commitment, and brand loyalty as independent variables on repurchase decisions as the dependent variable. The aim of this research is to provide empirical evidence about the influence of brand image, brand awareness, brand commitment and brand loyalty on the decision to repurchase Aqua Brand AMDK products (case study of the pro-Israel product boycott issue in Madiun City). This research is quantitative descriptive research with primary data and processed using the SPSS 24 application. This research used a questionnaire model with 384 respondents distributed via Google Form. Based on the research results, it can be concluded that brand image, brand awareness, brand commitment, and brand loyalty have a positive and significant influence on the decision to repurchase Aqua brand AMDK products in Madiun City. Keywords: Brand Image, Brand Awareness, Brand Commitment, Brand Loyalty, Product Repurchase Decisions.

Item Type:	Thesis/Skripsi/Tugas Akhir (S1)
Kata Kunci:	Keywords: Brand Image, Brand Awareness, Brand Commitment, Brand Loyalty, Product Repurchase Decisions
Subjects:	A Social Sciences > H Social Sciences (General) A Social Sciences > HF Commerce
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	PRATIWI INSAN SHELLA
Date Deposited:	04 Oct 2024 06:32
Last Modified:	04 Oct 2024 06:32
URI:	http://eprint.unipma.ac.id/id/eprint/2177

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