Analisa Pengaruh Brand Performance Terhadap Repurchase Intention Dengan Competitive Advantage Sebagai Variabel Mediasi Pada Erha Dermatology Surabaya

Kenny Willianto

Abstract


          Industri kosmetik di Indonesia mengalami peningkatan yang pesat. Hal ini menyebabkan meningkatnya persaingan dalam industri kosmetik. Banyaknya perusahaan yang bergerak dibidang kosmetik berlomba-lomba meningkatkan kualitas produk dan layanan mereka di pasar. Perusahaan kosmetik tersebut menggunakan brand performance mereka di pasar ditunjang dengan keunggulan bersaing mereka dalam memperoleh kepercayaan dari konsumennya.

           Penelitian ini bertujuan untuk menganalisa pengaruh Brand Performance terhadap Repurchase Intention dengan Competitive Advantage sebagai variabel mediasi pada Erha Dermatology.

           Penelitian ini akan dilaksanakan dengan menyebarkan angket / kuesioner kepada 100 orang responden yang telah menggunakan produk dan jasa dari Erha Dermatology selama 3 bulan terakhir. Metode penelitian yang digunakan merupakan pendekatan kuantitatif dengan menggunakan warp PLS.


Keywords


Brand performance, Competitive advantage, Repurchase intention, Erha, Dermatology

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