PENGARUH KEMUDAHAN PENGGUNAAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI BAGI PENGGUNA LAYANAN GRABFOOD PADA APLIKASI GRAB DI KOTA PADANG

Fadhil, Mumtaz and Reni, Yuliviona (2022) PENGARUH KEMUDAHAN PENGGUNAAN DAN CITRA MEREK TERHADAP MINAT BELI ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL MEDIASI BAGI PENGGUNA LAYANAN GRABFOOD PADA APLIKASI GRAB DI KOTA PADANG. Diploma thesis, Universitas Bung Hatta.

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Abstract

THE EFFECT OF EASE OF USE AND BRAND IMAGE ON REPURCHASE INTENTION WITH CUSTOMER SATISFACTION AS A MEDIATION VARIABLE FOR GRABFOOD SERVICE USERS IN GRAB APPLICATION IN PADANG CITY Fadhil Mumtaz 1 , Reni Yuliviona, S.E., M.M.,Ph.D. 2 Department of Management, Faculty of Economics and Business, Bung Hatta University E-mail:1)fadhilmumtaz07@gmail.com 2)reniyuliviona@bunghatta.co.id ABSTRACT This study aims to determine the influence of trust and quality of electronic services on repurchase interest. This study used a data collection method by distributing questionnaires. The population and samples used in this study were 80 GrabFood users in Padang City. The data analysis method in this study uses SEM PLS, which includes: Measurement Model Assessment, Descriptive Analysis, R Square and Structural Model Assessment. From the test results, it can be concluded that Ease of Use does not have a positive effect on Repurchase Interest in GrabFood.in Padang City, Ease of Use has a positive effect on Consumer Satisfaction at Grabfood in Padang City, Brand Image has a positive effect on Repurchase Interest in Grabfood City, Brand Image has a positive effect on Grabfood Consumer Satisfaction in Padang City, Consumer Pontifical mediates the relationship between Ease of Use and Buying Interest Repurchase, Consumer Satisfaction mediates the relationship between Brand Image and Repurchase Interest and Consumer Satisfaction has a positive effect on Repurchase Interest. Keyword : Ease Of Use, Brand Image, Customer Satisfaction, Repurchase Intention

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