Pengaruh Citra Merek, Kualitas Produk Dan Persepsi Harga Terhadap Kepuasan Dan Niat Beli Ulang

Abstract

Repeat intention is one of the important factors for the company. The re-purchase intention of a product arises because the consumer is satisfied with the product purchased previously. One of the keys in creating a buy-back intention is to increase customer satisfaction. This research was conducted in Denpasar City involving 120 respondents. The purposive sampling method is chosen as the method of data collection. Data collection was done by distributing questionnaires containing statements relating to brand image variables, product quality, price perceptions, customer satisfaction and re-purchase intentions. Furthermore, data from the results of collecting the questionnaire is processed by using the validity test, and reliability test to determine the feasibility and consistency of indicators in the questionnaire. In addition to the validity test and reliability test, another test is performed path analysis. The results of this study found that, brand image, product quality and price perception have a positive and significant impact on customer satisfaction. Brand image is the most dominant variable affecting customer satisfaction. Customer satisfaction also has a positive and significant impact on repurchase intentions. So it can be concluded that creating the intention to buy back on consumers can be done by increasing customer satisfaction.

The Role of Price Promotion and Product Quality in Influencing the Intention to Repurchase Cok-Kis Cookies

“…In relation to this, Cok-Kis pays attention to the need and request of customer who are looking at Surabaya souvenirs through the "Suroboyoan" concept, the Suroboyoan concept is displayed by Cok-Kis's dry cookies products that at its base has clover leaf mix, while maintaining texture, aroma, taste qualities and other organoleptic aspects that will ensure customer satisfaction. The result of this research supports previous studies by [10] and [11] who concluded that customer satisfaction has a significant impact on customers repurchase intention.…”

“…The PLS analysis result concludes that Hypothesis 5 (customer satisfaction significantly mediates product quality on repurchase intention of Cok-Kis's customers). This research supports studies by [12], [11], and [16] who in general concluded that product quality will affect on satisfaction and therefore directly affect on the push for customer to repurchase.…”

“…In relation to product quality, Cok-Kis always pay attention to product preference that is an advantage compared to other competitor's products, which is through the concept of souvenir typical of Surabaya. The result of this research supports the research by [14], [12], and [11] that concluded that the higher the product quality, can significantly increase customer satisfaction.…”

Hubungan Antara Citra Merek Dengan Minat Beli Hand Body Lotion Pada Siswa-Siswi Kelas Xi Di Sma 2 Cipocok Jaya Kota Serang

“…Hasil penelitian yang dilakukan oleh Ida Ayu Putu Dian Savitri dan I Made Wardana dalam (Savitri & Wardana, 2018) ditemukan bahwa citra merek, kualitas produk dan persepsi harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Citra merek merupakan variabel yang paling dominan berpengaruh terhadap kepuasan pelanggan.…”

“…Kepuasan pelanggan juga memiliki pengaruh positif dan signifikan terhadap niat beli ulang. Sehingga dapat disimpulkan bahwa menciptakan niat beli ulang pada konsumen dapat dilakukan dengan meningkatkan kepuasan pelanggan (Savitri & Wardana, 2018).…”