PENGARUH PERSEPSI HARGA, BRAND IMAGE DAN PERSONAL SELLING TERHADAP REPURCHASE INTENTION KONSUMEN B TO B PERUSAHAAN UMUM PERIKANAN INDONESIA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

PRIHATINI, WENNY (2021) PENGARUH PERSEPSI HARGA, BRAND IMAGE DAN PERSONAL SELLING TERHADAP REPURCHASE INTENTION KONSUMEN B TO B PERUSAHAAN UMUM PERIKANAN INDONESIA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING. S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of Price Perception, Brand Image and Personal Selling on Repurchase Intention of B to B Consumers in Indonesian Fisheries Public Companies (Perum) with Consumer Satisfaction as an Intervening Variable. The population in this study were 228 Perum Perindo consumers according to the company's internal data in 2019. The analytical method used in this study is the Partial Least Square (PLS) analysis method. The results show that Price Perception, Brand Image and Personal Selling have a significant influence on B2B Consumer Satisfaction, Consumer Satisfaction has a significant influence on B2B Repurchase Intention, and Repurchase Intention can mediate the effect of Price Perception, Brand Image and Personal Selling on B2B Repurchase Intention. It is recommended that Perindo be able to establish a more reasonable price policy for consumers, especially for consumers with a certain amount of purchase or consumers who have been loyal to buy Perindo products. Keyword: Price Perception, Brand Image, Personal Selling, Consumer Satisfaction, Repurchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh Pengaruh Persepsi Harga, Brand Image dan Personal Selling terhadap Repurchase Intention Konsumen B to B Perusahaan Umum (Perum) Perikanan Indonesia dengan Kepuasan Konsumen sebagai Variabel Intervening. Populasi pada penelitian ini adalah konsumen Perum Perindo sebanyak 228 menurut data internal perusahaan tahun 2019. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa Persepsi Harga, Brand Image dan Personal Selling memberikan pengaruh signifikan terhadap Kepuasan Konsumen B2B, Kepuasan Konsumen memberikan pengaruh signifikan terhadap Repurchase Intention B2B, serta Repurchase Intention dapat memediasi pengaruh Persepsi Harga, Brand Image dan Personal Selling terhadap Repurchase Intention B2B. Disarankan Perindo mampu menetapkan kebijakan harga yang lebih wajar untuk konsumen terutama untuk konsumen dengan jumlah pembelian tertentu maupun konsumen yang telah loyal membeli produk Perindo. Kata Kunci: Persepsi Harga, Brand Image, Personal Selling, Kepuasan Konsumen, Repurchase Intention

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