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Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh ekuitas merek terhadap perilaku niat beli ulang dimediasi kepuasan tamu hotel. Metode pengumpulan data pada penelitian ini menggunakan kuesioner dengan skala likert yang disebar pada tamu Hotel Grand Anugerah. Teknik penyebaran kuesioner dilakukan menggunakan sampel tamu Hotel Grand Anugerah Bandar Lampung, Uji Analisis yang digunakan adalah uji analisis statistik deskriptif, outer model, inner model, dan pengujian hipotesis, data diperiksa secara regresif menggunakan SmartPLS. Hasil dari penelitian ini menunjukkan bahwa Ekuitas Merek berpengaruh terhadap Perilaku Niat Beli Ulang dan terdapat pengaruh tidak langsung antara Ekuitas Merek dan Perilaku Niat Beli Ulang yang dimediasi oleh Kepuasan. Ekuitas merek berpengaruh terhadap kepuasan adalah nilai yang paling tinggi yaitu sebesar 0.814 dan mediasi yang terjadi pada penelitian ini adalah mediasi parsial. 

Keywords

ekuitas merek, kepuasan, niat beli ulang, pemasaran pariwisata

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How to Cite
Ramadhan, R. A. ., Wiryawan, D. ., & Ambarwati, D. A. S. . (2023). Pengaruh Ekuitas Merek Terhadap Perilaku Niat Beli Ulang Dimediasi Kepuasan Tamu Hotel Grand Anugerah Di Bandar Lampung. Economics and Digital Business Review, 4(2), 236–249. https://doi.org/10.37531/ecotal.v4i2.708
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