PENGARUH PERSEPSI KUALITAS LAYANAN DAN CITRA MEREK TELKOM FLEXI TERHADAP NIAT BELI ULANG

Abstract

Top Brand index decline and decreasing the number of customers who occured TELKOM Flexi caused by several things, such disturbance in service. It can make the consumer lose the intention to repurchase. Repurchase intention of consumers that can occur when consumers are satisfied. Consumer satisfaction can be caused by elements of the brand equity of the product that can provide a reason for consumers to buy is perceived quality and brand image. Population in this study was UNESA students on Ketintang campus who have a gadget CDMA, TELKOM Flexi never used the service in 2011 upwards, and use of physical recharge voucher and used 210 respondents as sample with judgmental sampling technique and using a multiple regression analysis. Results of this study indicate Perceived service quality and Brand image TELKOM Flexi simultaneously and partially have a significant and positive impact on Repurchase intention with brand image as the dominant variable.
Keywords: repurchase intention, brand equity, perceived service quality, brand image, TELKOM Flexi.