Pengaruh Citra Merek dan Kualitas Pelayanan terhadap Keputusan Pembelian Ulang dengan Gaya Hidup Berbelanja sebagai Variabel Moderasi pada Konsumen Produk Hilon di Kota Medan

Abstract

Repurchasing usually indicates that a certain product has fulfilled consumers' approval so that they are willing to use it again in great number. As a repurchasing activity. it is done by a consumer for a product with the same brand without any meaningful feelings about it. The objective of this research is to find out and analyze the effect of brand image and service quality on decision to repurchase with shopping lifestyle as moderating variable in Hilon product consumers in the city of Medan. This is a quantitative research with associative approach and the nature of the research is survey. The population is Hilon product consumers in Medan city, and 165 of them are used as the samples, taken by using a nonprobability sampling method with incidental sampling technique. The data are analyzed by using SPSS For Windows program. The research result shows that brand image has positive and significant effect on decision to repurchase, service quality has positive and significant effect on decision to repurchase, both brand image and service quality simultaneously have positive and and significant effects on decision to repurchase, shopping lifestyle is unable to moderate the effect of brand image on decision to repurchase, and shopping lifestyle is also unable to moderate the effect of service quality on decision to repurchase