ANALISIS PENGARUH BRAND AWARENESS DAN ENVIRONMENTAL CONCERN TERHADAP MINAT BELI ULANG BAHAN BAKAR KHUSUS PERTAMINA (Studi Pembelian BBK di SPBU Pertamina Kota Semarang)

Abstract

This research aims to find the influence of brand awareness, environmental concern and perceived value on repurchase intention. It is also to find the role of perceived value in mediating on repurchase intention. The study was conducted on consumers of Pertamina’s special fuel in Semarang city who have made a minimum purchase at least twice in the last month. The sampling method used non-probability notably purposive sampling. The data was collected through questionnaires. The samples used in this study was 100 respondents. The data collected were processed using analytical techniques a multiple regression analysis and Sobel Test. The result showed that two of independent variables (brand awareness and environmental concern) have a positive impact on perceived value;variable brand awareness on repurchase intention also has a positive impact;but, environmental concern has not effect on repurchase intention. Meanwhile perceived value variabel as a intervening variable has a positive impact on repurchase intention.