Pengaruh kepercayaan dan kepuasan terhadap merek pada niat membeli ulang

Abstract

The purpose of this study is to demonstrate the effect of trust and satisfaction of brand to the consumer evaluation on retailer and repurchase intentions. In this study, Zboja and Voorhees model (2006) was used as a confirmation model. The model was developed and tested using Structural Equation Modeling, especially in assessing direct and mediated effect. The proposed model includes five dimensions (brand trust, brand satisfaction, retailer trust, retailer satisfaction, and repurchase intentions). The shampoo user's was the respondent for this research. AMOS 16.0 was used to analyze the model. Eight hypotheses were developed. All hypotheses were supported. It means that the Zboja and Vorhees (2006) model can be generalize in convenience product. Base on the research findings, the researcher suggest that marketing managers must realize that perceptions of brands are transferred to the retailer that carry these products, so the retailer must satisfy them and earn their trust and repurchase intentions.