THE EFFECT OF BRAND AWARENESS AND QUALITY OF SERVICES ON RE-PURCHASE THROUGH CONSUMER TRUST PERCEPTION OF PT. KREASI LANGIT
Author(s): Muhammad Aziz Antony , Suharto , Djoko Setyo Widodo
Thus study aimed to determine the effect of brand awareness and quality of services to repeat purchase simultaneously, determine the effect of brand awareness to purchase again partially determine the effect of service quality on repeat purchase partially determine the effect of the perception of consumer trust in the repurchase partially, determine the effect of brand awareness to purchase again through the perception of consumer trust and determine the effect of service quality on repeat purchases through the perception of consumer trust. The study was conducted at the customer PT. Kreasi Langit. Sampling using accidental sampling involving 94 consumers. Analysis of data using path analysis.
The results showed that the variables of brand awareness and service quality affect the simultaneous re-purchase. Variable brand awareness, quality of service and the perception of trust affect the partial repurchase. Kaulitas influence brand awareness and service to re-purchase confidence through the perception is greater than the direct effect so that it can be said that the perceptions of trust variables have an impact on the increase in repeat purchases.