The Moderating Effect of Brand Image in Relationship between Service  Guarantees and Repurchase Intention : Focusing on Customers Using Commercial Travel  Agencies

Penelitian ini bertujuan untuk menguji dan menganalisis pengaruh Celebrity Endorser dan Product Quality terhadap Buying Decision serta dampaknya pada Satisfaction (survei pada konsumen produk Rossa Beauty di Kota Pontianak). Jenis penelitian ini adalah penelitian kausalitas deskriptif. Sampel penelitian ini adalah responden yang pernah membeli dan menggunakan produk kosmetik merek Rossa Beauty selama 6 bulan terakhir sebanyak 100 orang yang diperoleh dengan purposive sampling. Analisis data dilakukan menggunakan analisis jalur (path analysis) dengan bantuan SPSS 22.0.Hasil penelitian memperlihatkan bahwa (1) Celebrity Endorser berpengaruh positif dan signifikan terhadap Buying Decision (2) Product Quality berpengaruh positif dan signifikan terhadap Buying Decision (3) Buying DecisionBerpengaruh positif signifikan terhadap Satisfaction (4) Celebrity Endorser berpengaruh positif signifikan terhadap Satisfaction (5) Product Quality berpengaruh positif signifikan terhadap Satisfaction. Kata Kunci: Celebrity Endorser, Product Quality, Buying Decision, Satisfaction DAFTAR PUSTAKAAmbadar, et al. 2007. Mengelola Merek. Jakarta: Yayasan Bina Karsi MandiriAsma, Saleem dkk. 2015. Product Perceived Quality and Purchase Intention with Consumer Satisfaction. Global Journal of Management and Business Research: E Marketing Vol 15Baruna Hadi Brata dkk. 2017. The Influence of Quality Products, Price, Promotion, and Location to Product Purchase Decision on Nitchi At PT. Jaya Swarasa Agung in Central Jakarta.Saudi Journal of Business and Management StudiesDajan, Anto. 1986. Pengantar Metode Statistik. Jakarta: LP3SDurianto, dkk. 2004. Strategi Menaklukkan Pasar Melalui Riset Ekuitas dan Perilaku Merek. Jakarta: PT Gramedia Pustaka UtamaEndang, Sulistya. 2012. Pengaruh Agnes Monica Sebagai Celebrity Endorser Terhadap Pembentukan Brand Image Honda Vario. Jurnal Bisnis dan Manajemen Vol.6Elfarisi Al. 2016. 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The effects of product reliability on brand image, repurchase intention, and word-of-mouth in the context of home meal replacement -The moderating role of the manufacturer type -

International Journal of Tourism and Hospitality Research ◽

10.21298/ijthr.2019.1.33.1.217 ◽

2019 ◽

Vol 33 (1) ◽

pp. 217-226

Author(s):

Jinsoo Hwang ◽

Young-Jin Yoon ◽

Hyunjoon Kim

Keyword(s):

Word Of Mouth ◽

Brand Image ◽

Repurchase Intention ◽

Product Reliability ◽

Meal Replacement ◽

Moderating Role

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The Impact on the Attributes of Overseas Direct Purchase Sites on the Satisfaction and Repurchase Intention of Chinese Consumers: The Moderating Effect of Gender

The Journal of Internet Electronic Commerce Resarch ◽

10.37272/jiecr.2018.02.18.1.79 ◽

2018 ◽

Vol 18 (1) ◽

pp. 79-96

Author(s):

Yongbin Zhang ◽

Gun-Hoon Shin

Keyword(s):

Moderating Effect ◽

Repurchase Intention ◽

Chinese Consumers ◽

The Impact

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Moderating Effect of Involvement in the Relationship between Consumer Perception of Coffee Origin and Repurchase Intention

10.15798/kaici.2021.23.3.157 ◽

2021 ◽

Vol 23 (3) ◽

pp. 157-176

Author(s):

Jeong-Hoon Han ◽

Soo-Yong Choi

Keyword(s):

Moderating Effect ◽

Consumer Perception ◽

Repurchase Intention ◽

The Relationship

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Studies of sales promotion, brand image, and product quality to Mitsubishi Truck repurchase intention in Indonesia

Advances in Business, Management and Entrepreneurship ◽

10.1201/9781003131465-101 ◽

2020 ◽

pp. 475-479

Author(s):

A.P. Kusuma ◽

E.Z. Rusfian

Keyword(s):

Product Quality ◽

Brand Image ◽

Sales Promotion ◽

Repurchase Intention

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The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam

Journal of Global Business Insights ◽

10.5038/2640-6489.4.1.1041 ◽

2019 ◽

Vol 4 (1) ◽

pp. 78-91 ◽

Cited By ~ 1

Author(s):

Huyen Pham ◽

◽

Thu Nguyen ◽

Keyword(s):

Perceived Value ◽

Repurchase Intention ◽

Website Quality ◽

Travel Agencies ◽

Online Travel ◽

Online Travel Agencies

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The Effect of Menu Quality and Brand Image on Customer Satisfaction and Repurchase Intention in Family Restaurants

Culinary Science & Hospitality Research ◽

10.20878/cshr.2011.17.2.011011011 ◽

2011 ◽

Vol 17 (2) ◽

pp. 153-167 ◽

Cited By ~ 1

Author(s):

Ko Jae Youn ◽

이승익

Keyword(s):

Customer Satisfaction ◽

Brand Image ◽

Repurchase Intention

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The role of Korean prototypical brand image in shaping country image and quality evaluations: a cross-cultural examination

Journal of Fashion Marketing and Management ◽

10.1108/jfmm-10-2019-0232 ◽

2020 ◽

Vol ahead-of-print (ahead-of-print) ◽

Author(s):

Byoungho Ellie Jin ◽

Heesoon Yang ◽

Naeun Lauren Kim

Keyword(s):

National Culture ◽

Structural Equation ◽

Brand Image ◽

Positive Influence ◽

Two Dimensions ◽

Moderating Effect ◽

Equation Modeling ◽

Country Image ◽

Chinese Consumers ◽

Content Type

PurposeBuilt on the prototype and cue theories, the purpose of this study is to understand how a country's prototypical brand, a corporate brand that most consumers associate with a country (e.g. Samsung), contributes to forming two dimensions of country image – overall country image (i.e. macro country image) and product-specific country image (i.e. micro country image) – and how country image impacts the product quality evaluations of Korean cosmetics, along with the moderating effect of national culture.Design/methodology/approachData were collected from 491 US and Chinese consumers ages 20 and older and analyzed using structural equation modeling.FindingsThe findings confirmed the positive influence of prototypical brand image on macro and micro country image. Macro country image also had a positive effect on micro country image. However, only micro country image yielded a positive influence on the quality evaluations of Korean cosmetics. Analyses of the moderating effect of national culture showed that the positive influence of prototypical brand image on macro and micro country image was found to be stronger in China than in the US.Originality/valueThese findings provided new theoretical perspectives for country image studies, and practical insights for companies and governments, especially those in countries whose country image is less distinctive, to help develop effective marketing strategies.

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