Determination of Purchase Intention of Basic Needs on E-Commerce During Covid-19 Pandemic

Dewi, Isti Riana; Puspitarini, Dewi Anggun; Hajijah, Sitta Nur

doi:10.38193/ijrcms.2021.3604

Cited by 1 publication

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“…Responden yang ditentukan adalah pelanggan yang sudah pernah berkunjung ke gerai Mixue Indonesia. Penentuan sampel dengan purposive sampling agar sampel yang di dapat sesuai dengan kriteria dan sesuai tujuan penelitian (Dewi et al, 2021). Adapun syarat untuk menjadi menjadi responden adalah pelanggan yang sudah pernah berkunjung di gerai Mixue Indonesia lebih dari satu kali, pelanggan usia remaja hingga dewasa, serta dalam enam bulan terakhir tidak membeli produk minum bubble tea lain selain Mixue.…”

Section: Metode Dalam Penelitian Ini Menggunakan Analisis Structursl ...unclassified

Customer Relationship Marketing Sebagai Mediasi Penetapan Harga, Kemasan Unik dan Desain Tata Letak Terhadap Minat Berkunjung Ulang Konsumen MIXUE Indonesia

Dewi,

Amroni,

Purnamasari

et al. 2023

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customer relationship marketing, intention to revisit, Mixue Indonesia, PLSThe development of the food and beverage business in Indonesia has improved after the Covid-19 pandemic. The development of the food and beverage business can be seen from the market expansion carried out through the number of outlets. Mixue is a newcomer that has successfully competed in controlling the market through the spread of its outlets. Several strategies are designed to dominate the market such as pricing, unique packaging and layout design. The rapid development raises several problems that occur. However, this problem did not affect Mixue's sales, which were increasingly crowded. This study aims to determine the effect of price, unique packaging, and layout design on the intention to revisit at Mixue Indonesia outlets. As well as the role of customer relationship marketing as a mediation between price, unique packaging, and layout design on the interest to revisit Mixue Indonesia outlets. The research sample is Mixue Indonesia customers. This research method uses the Partial Least Square (PLS) tool. The findings from this study are that price, unique packaging, and layout design influence the intention to revisit at Mixue Indonesia outlets. As well as customer relationship marketing as mediation between price, and unique packaging to interest in revisiting at Mixue Indonesia outlets is supported however, layout design is not supported.

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Section: Metode Dalam Penelitian Ini Menggunakan Analisis Structursl ...unclassified

Customer Relationship Marketing Sebagai Mediasi Penetapan Harga, Kemasan Unik dan Desain Tata Letak Terhadap Minat Berkunjung Ulang Konsumen MIXUE Indonesia

Dewi,

Amroni,

Purnamasari

et al. 2023

JMB

View full text Add to dashboard Cite

show abstract

Determination of Purchase Intention of Basic Needs on E-Commerce During Covid-19 Pandemic

Cited by 1 publication

References 0 publications

Customer Relationship Marketing Sebagai Mediasi Penetapan Harga, Kemasan Unik dan Desain Tata Letak Terhadap Minat Berkunjung Ulang Konsumen MIXUE Indonesia

Customer Relationship Marketing Sebagai Mediasi Penetapan Harga, Kemasan Unik dan Desain Tata Letak Terhadap Minat Berkunjung Ulang Konsumen MIXUE Indonesia

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