PENGARUH BRAND IMAGE DAN E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION PENGGUNA APLIKASI GOJEK PADA MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG

WIRABUANA, RANGGA and Nailis, Welly (2025) PENGARUH BRAND IMAGE DAN E-SERVICE QUALITY TERHADAP REPURCHASE INTENTION PENGGUNA APLIKASI GOJEK PADA MAHASISWA UNIVERSITAS SRIWIJAYA KAMPUS PALEMBANG. Undergraduate thesis, Sriwijaya University.

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Abstract

This study aims to analyze the influence of brand image and e-service quality on the repurchase intention of Gojek application users among students at Sriwijaya University, Palembang Campus. The research uses a quantitative method with probability sampling, specifically proportionate stratified random sampling, involving 100 respondents. The analytical technique applied is multiple linear regression analysis. The results show that the Brand Image variable (X1) has a positive and significant effect on Repurchase Intention (Y) of Gojek application users among students at Sriwijaya University, Palembang Campus, while E-Service Quality (X2) also has a positive and significant effect on Repurchase Intention (Y).

Item Type:	Thesis (Undergraduate)
Uncontrolled Keywords:	Manajemen Pemasaran, Brand Image, E-Service Quality, Repurchase Intention
Subjects:	L Education > LB Theory and practice of education > LB2341-2341.95 Supervision and administration. Business management
Divisions:	01-Faculty of Economics > 61201-Management (S1)
Depositing User:	Rangga Wirabuana
Date Deposited:	02 Jul 2025 03:55
Last Modified:	02 Jul 2025 03:55
URI:	http://repository.unsri.ac.id/id/eprint/176327

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