Pengaruh Kualitas Produk dan Brand Ambassador terhadap Minat Beli Ulang pada Tehh Healtea by Febby
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Institusion

INSTITUT KOMUNIKASI DAN BISNIS LSPR

Author

Nabila, Sheila Mariah

Subject

HT Communities. Classes. Races 

Datestamp

2023-12-20 07:44:27 

Abstract :
This research aims at determining (1) the effect of product quality partially on repurchase intention (2) the influence of brand ambassador partially on repurchase intention and (3) the influence of product quality and brand ambassador simultaneously to the Healtea by Febby repurchase intention. Product Quality and Brand Ambassadors are promotional tools which are one of the factors that can support the creation of repurchase intention. This research was conducted by distributing questionnaires to 100 respondents who are consumers of the Healtea by Febby. The method used for this research is quantitative method with correlation analysis techniques and multiple linear regression whereas for hypothesis testing is used coefficient of determination test (R2), t test and F test. The results show that there is a partial or simultaneous effect between product quality and brand ambassador on repurchase intention. The result shows that there is partially and simultaneous influence between product quality and brand ambassador to repurchase intention. Keywords : Product Quality, Brand Ambassador, Repurchase Intention