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Submitted
Jun 26, 2024
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Sep 3, 2024
Published
Sep 3, 2024
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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image dan gaya hidup terhadap kepuasan pelanggan serta dampaknya terhadap niat beli ulang. Selain itu, penelitian ini menguji pengaruh brand image terhadap kepuasan pelanggan, pengaruh gaya hidup terhadap kepuasan pelanggan, dan pengaruh kepuasan pelanggan terhadap niat membeli kembali. Penelitian ini menggunakan data primer yang dikumpulkan langsung dari responden melalui kuesioner. Sampel berjumlah 100 responden yang merupakan pelanggan produk Wardah di kota Semarang. Data diolah untuk pengujian hipotesis menggunakan regresi linier berganda. Hasil penelitian menunjukkan bahwa: (1) brand image berpengaruh positif dan signifikan terhadap kepuasan pelanggan; (2) gaya hidup berpengaruh positif dan signifikan terhadap kepuasan pelanggan; dan (3) kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat beli ulang.

Keywords

brand image gaya hidup kepuasan pelanggan niat beli ulang

Article Details

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Licensed under Creative Commons License a Creative Commons Attribution-NonCommercial 4.0 International License

How to Cite
Maulana, M., & Tjahjaningsih, E. (2024). Pengaruh Brand Image dan Gaya Hidup Terhadap Kepuasan Pelanggan dan Dampak Niat Beli Ulang Produk Wardah. Permana : Jurnal Perpajakan, Manajemen, Dan Akuntansi, 16(2), 36-43. https://doi.org/10.24905/permana.v16i2.395

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