THE INFLUENCE OF BRAND TRUST AND BRAND LOYALTY TO REPURCHASE INTENTION AT THE MEGAH STEEL

• Main Author: Qonitah Putri, Khansa
• Format: Theses
• Language: Indonesia
• Subjects: Manajemen umum
• Online Access: https://digilib.itb.ac.id/gdl/view/48322
• Institution: Institut Teknologi Bandung

Megah Steel is a company established in Bandung. The company is specializing on the field of base metals, where Megah Steel provides aluminum, iron, steel, and other products. Being long established, Megah Steel has never known why consumers repurchase their products and how consumers can continue to repurchase at Megah Steel in the current development conditions. Megah Steel wants to find out in current development conditions if their brands have the ability to attract the attention of consumers to come and repurchase. The obtained data shows the growth of the oil and gas industry is rising, and the value keeps growing every years. The method used in this research is quantitative method. While secondary data was collected to support this research. Data collection was carried out by distributing questionnaires, where the questionnaire was given to 96 respondents. The questionnaire contains an assessment of brand trust and brand loyalty which be calculated for its effect on consumer repurchase interest using the T test statistic method and will be analyzed in business situations using VRIN. Based on the research, it shows that there is a strong collaboration between brand trust that affects brand loyalty, and the effect of brand loyalty and trust on repurchase interest. And based on VRIN, appropriate strategies implementation can be given to the conditions of the business situation in order to increase repurchase intentions through brand trust and brand loyalty. Increases in repurchase interest can be improved through brand trust and brand loyalty by looking at the market situation. Solution to the problems experienced by the company is to improve the company condition in service sector such as building better customer relationships by providing services that meet customer needs like providing good delivery services and contacting customers every special days of celebration in time of new years and so on. Besides, the physical evidence proof, the company has not yet developed an office design, interior design, exterior design, spatial planning, air circulation, and then also a place to accept critic and suggestions. Then the last aspect that is considered needs to be improved is the aspect of reliability and guarantee (service quality), of which by providing a guarantee of product quality in the form of a product warranty.