Abstract: The problems that occur are a decrease in the number of users of Mozilla Firefox. It is characterized by the number of users of other web browsers are increased each month followed by a decline in the number of users of Mozilla Firefox, this indicates that there is a decrease in the user's decision to use back Mozilla Firefox. This study aimed to analyze the influence of merk image and perceived usefulness to the merk attitude and repurchase the decision Mozilla Firefox. The population used in this study are all users of Mozilla Firefox browser in Semarang. The sampling technique used was purposive sampling. Criteria samples taken is the Mozilla Firefox browser in Semarang who have used more than one month as many as 385 users Mozilla Firefox browser in Semarang. Methods of data collection in this study using questionnaires and interviews. Methods of data analysis using path analysis. Based on this research, merk image and perceived usefulness has a positive influence on merk attitude, merk image and merk attitude has a positive effect on repurchase decision, while perceived usefulness repurchase does not affect the decision. Based on the results Sobel Test note that mediates the effect of merk attitude and merk image perceived usefulness of the repurchase decision.
Keywords: merk image, perceived usefulness, merk attitude, repurchase decision
Penulis: Felyna Pramanawati, Sri Rahayu Tri Astuti
Kode Jurnal: jpmanajemendd170864
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