Analisis Anteseden Brand Preference dan Implikasinya Terhadap Minat Beli Ulang Penghilang Bau Helm MTR (Studi Kasus Pelanggan Penghilang Bau MTR di Semarang)

Abstract

This study aims to obtain empirical evidence of the influence of product availability and ease of use on brand preference and to obtain empirical evidence of the influence of brand preference in repurchase tension of helmet perfume MTR in Semarang. The population used in this study are consumers who have used MTR helmet perfume in Semarang. Samples in this study were 150 respondents and the techniques used are non-probability sampling with purposive sampling approach. The data in this study through a questionnaire survey method with the Disagree-Agree Scale 1-10. The data that meet the validity test, reliability test, and classical assumptions test that form a regression equation. The independent variable of this study is Product Availability and Ease of Use. With repurchase tension as dependent variable and brand preference as intervening variable. Hypothesis testing using t-test showed that two independent variables have positive and significant impact on intervening variable and dependent variable, too. Then through the F test can be seen that the two independent variables is feasible to test the dependent variable. Adjusted R Square Model I value shows that 89,5% of Brand Preference can be explained by the two independent variables in the regression equation. While the remaining 10,5% is explained by other variables used outside this study. Then the value of Adjusted R Square Model II is equal to 0918, which means that the ability of Brand Preference to explains Re-Purchase Intention is 91,8%, so there is still 8,2% remaining require any other mediating outside this study