巴东穆斯林美容沙龙品牌形象中服务质量、地点和口碑对再购买意愿的影响

Putri Maurisni, S. Evanita
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引用次数: 0

摘要

本研究旨在分析巴东穆斯林美容沙龙品牌形象中服务品质、地理位置和口碑对再购买意愿的影响。本研究的人群是所有光顾巴东沙龙穆斯林美容护理的消费者,样本数量接近150人。使用的分析技术是路径分析。研究结果表明,服务质量和口碑对顾客通过品牌形象再购买的意愿有显著影响,而区位变量对顾客通过品牌形象再购买的兴趣没有显著影响。此外,服务质量和口碑对品牌形象有显著影响,而位置对巴东沙龙穆斯林美容护理的品牌形象没有显著影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The Impact of Services Quality, Location and Word of Mouth to Repurchase Intention through Brand Image at Salon Muslimah Beauty Care Padang
This study aims to analyze the impact of services quality, location and word of mouth to repurchase intention through brand image at Salon Muslimah Beauty Care Padang.The population of this study is all consumers who visit Salon Muslimah Beauty Care Padang with a number of samples nearly 150 respondents. The analysis technique used is path analysis. The study result shows that services quality and word of mouth have a significant impact on repurchase intention through brand image at Salon Muslimah Beauty Care Padang, but location variable has no significant impact on interest to re-buy through brand image. Furthermore, the services quality and word of mouth have a significant influence on brand image, then location has no significant impact on brand image at Salon Muslimah Beauty Care Padang.
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