?url_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Adc&rft.title=PENGARUH+EKUITAS+MEREK+TERHADAP+KEPUASAN+SERTA%0D%0ADAMPAKNYA+PADA+PERILAKU+PEMBELIAN+ULANG%0D%0AKONSUMEN+BENGKEL+RESMI+YAMAHA+RICO%0D%0ASURYA+MOTOR+BANDAR+LAMPUNG&rft.creator=NICKY+SURYA+PUTRI%2C+1651011005&rft.subject=330+Ekonomi&rft.description=Bengkel+Yamaha+Rico+Surya+Motor+Bandar+Lampung+adalah+perusahaan%0D%0Ayang+bergerak+dibidang+otomotif+kendaraan+bermotor.+Permasalahan+dalam%0D%0Apenelitian+ini+adalah+Pengaruh+Ekuitas+Merek+terhadap+Kepuasan+serta+Perilaku%0D%0APembelian+Ulang.+Masalah+dalam+Kepuasan+Konsumen+penurunan+jumlah%0D%0Akonsumen+yang+melakukan+service+maupun+penggantian+suku+cadang+dikarenakan%0D%0Abanyaknya+pesaing+dari+Bengkel+resmi+Yamaha+maupun+Bengkel+tidak+resmi%2C%0D%0Aperbandingan+harga+dan+kepuasan+pada+pelayanan+yang+cenderung+mengalami%0D%0Aantrian+pada+akhir+pekan+sehingga+mempengaruhi+perilaku+pembelian+ulang%0D%0Akonsumen.%0D%0APenelitian+ini+bertujuan+untuk+mengetahui+pengaruh+ekuitas+merek%0D%0Aterhadap+kepuasan+serta+dampaknya+pada+perilaku+pembelian+ulang+konsumen.%0D%0AMetode+pengumpulan+data+pada+penelitian+ini+menggunaka+kuisioner+dengan%0D%0Askala+Likert+yang+disebar+pada+konsumen+Bengkel+Rico+Surya+Motor.+Teknik%0D%0Apenyebaran+kuesioner+dilakukan+menggunakan+sampel+konsumen+Rico+Surya%0D%0AMotor%2C+Uji+analisis+yang+digunakan+adalah+uji+regresi+linier+berganda+dan%0D%0Asederhana.%0D%0AHasil+dari+penelitian+ini+menunjukkan+bahwa+Ekuitas+Merek+berpengaruh%0D%0Aterhadap+Niat+Beli+Ulang%2C+kepuasan+berpengaruh+terhadap+Niat+Pembelian+Ulang%0D%0Aserta+kepuasan+merupakan+variable+full+mediasi+bagi+pengaruh+Ekuitas+Merek%0D%0Aterhadap+Niat+Pemebelian+Ulang.+Saran+bagi+Bengkel+Yamaha+Rico+Surya+Motor%0D%0Aadalah+menurunkan+biaya+service+dikarenakan+masih+terdapat+konsumen+yang%0D%0Amenyatakan+bahwa+biaya+di+Bengkel+Yamaha+Rico+Surya+Motor+lebih+mahal%0D%0Adibandingkan+bengkel+lain+dan+dapat+membuka+layanan+booking+service+terlebih%0D%0Adahulu+agar+kepuasan+konsumen+dapat+meningkat.%0D%0A%0D%0AKata+Kunci%3A+Ekuitas+Merek%2C+Kepuasan%2C+Niat+Beli+Ulang.+Yamaha+Rico+Surya+Motor+Workshop+Bandar+Lampung+is+a+company+engaged+in%0D%0Athe+motorcycles+automotif+sector.+The+problems+in+this+research+are+The+Influence+of+Brand%0D%0AEquity+on+Satisfaction+and+Repurchase+Behavior.+Problems+in+Customer+Satisfaction+is+the%0D%0Adecrease+in+the+number+of+consumers+who+service+and+replace+spare+parts+due+to+the+large%0D%0Anumber+of+competitors+from+Yamaha+official+workshops+and+unofficial+workshops%2C+price%0D%0Acomparisons+and+satisfaction+with+services+that+tend+to+experience+queues+on+weekends%2C%0D%0Athus+affecting+consumer+repurchase+behavior.%0D%0AThis+study+aims+to+determine+the+effect+of+brand+equity+on+satisfaction+and+its%0D%0Aimpact+on+consumer+repurchase+behavior.+The+method+of+collecting+data+in+this+study+is%0D%0Aquestionnaire+with+a+Likert+scale+which+was+distributed+to+consumers+of+Rico+Surya+Motor.%0D%0AThe+questionnaire+distribution+technique+was+carried+out+using+a+sample+technique%2C+the+test%0D%0Aanalysis+used+was+multiple+and+simple+linear+regression+tests.%0D%0AThe+results+of+this+study+shows+that+brand+equity+has+an+effect+on+repurchase%0D%0Aintention%2C+satisfaction+affects+repurchase+intention+and+satisfaction+is+a+full+mediating%0D%0Avariable+for+the+effect+of+brand+equity+on+repurchase+intention.+The+suggestion+for+the+Rico%0D%0ASurya+Motor+Repair+Shop+is+to+reduce+service+costs+because+there+are+still+consumers+who%0D%0Aclaim+that+the+cost+at+the+Rico+Surya+Motor+is+more+expensive+than+other+repair+shop+and%0D%0Acan+open+a+booking+service+first+so+that+customer+satisfaction+can+increase.%0D%0A%0D%0AKeywords%3A+Brand+Equity%2C+Satisfaction%2C+Repurchase+Behavior.&rft.publisher=FAKULTAS+EKONOMI++DAN+BISNIS&rft.date=2021&rft.type=Skripsi&rft.type=NonPeerReviewed&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F60111%2F1%2F1.%2520ABSTRAK%2520%2528ABSTRACT%2529%2520-%2520Rocket%2520Digital_3.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F60111%2F2%2F2.%2520SKRIPSI%2520FULL%2520-%2520Rocket%2520Digital_9.pdf&rft.format=text&rft.identifier=http%3A%2F%2Fdigilib.unila.ac.id%2F60111%2F3%2F3.%2520SKRIPSI%2520TANPA%2520BAB%2520PEMBAHASAN%2520-%2520Rocket%2520Digital_8.pdf&rft.identifier=++NICKY+SURYA+PUTRI%2C+1651011005++(2021)+PENGARUH+EKUITAS+MEREK+TERHADAP+KEPUASAN+SERTA+DAMPAKNYA+PADA+PERILAKU+PEMBELIAN+ULANG+KONSUMEN+BENGKEL+RESMI+YAMAHA+RICO+SURYA+MOTOR+BANDAR+LAMPUNG.++FAKULTAS+EKONOMI+DAN+BISNIS%2C+UNIVERSITAS+LAMPUNG.+++++&rft.relation=http%3A%2F%2Fdigilib.unila.ac.id%2F60111%2F