PENGARUH CITRA MEREK, PERSEPSI HARGA DAN CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION RESTORAN HANAMASA DI JAKARTA (Studi Kasus pada Restoran Hanamasa di Mall Puri Indah Jakarta Barat)

MAKHMUDA, MAHARDIKA (2020) PENGARUH CITRA MEREK, PERSEPSI HARGA DAN CUSTOMER EXPERIENCE TERHADAP REPURCHASE INTENTION RESTORAN HANAMASA DI JAKARTA (Studi Kasus pada Restoran Hanamasa di Mall Puri Indah Jakarta Barat). S1-Sarjana thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study was to determine the effect of Brand Image, Price Perception and Customer Experience on Repurchase Intention in hanamasa restaurants. This research is a causal study using hypotheses and using Purposive Sampling Techniques in taking samples. Characteristics of the respondents studied were respondents who had visited the hanamasa restaurant in puri indah mall, west Jakarta. This research was conducted on 100 respondents using a quantitative descriptive approach. Therefore, the data analysis used is statistical analysis in the form of multiple linear regression tests. The results of this study indicate that partially and simultaneously, the variables of Brand Image, Price Perception and Customer Experience have an effect on Repurchase Intention at the hanamasa restaurant in the beautiful puri mall. This is evidenced from the results of the partial test (t test) also show the significance value of the three independent variables that support the hypothesis. Therefore the test results from this study state that there is a simultaneous influence between variable brand image, perceived price and customer experience on repurchase intention at the hanamasa restaurant in the puri indah mall. Keyword : Brand Image, Price Perception, Customer Experience, Repurchase Intention Penelitian ini untuk mengetahui pengaruh Citra Merek, Persepsi Harga dan Customer Experience terhadap Repurchase Intention pada restoran hanamasa. Penelitian ini merupakan penelitian kausal dengan menggunakan hipotesis dan menggunakan Teknik Purposive Sampling dalam pengambilan sample. Karakteristik Responden yang diteliti adalah responden yang pernah mengunjungi restoran hanamasa di mall puri indah, Jakarta barat. Penelitian ini dilakukan terhadap 100 responden dengan menggunakan pendekatan deskriptif kuantitatif. Karena itu, analisis data yang digunakan adalah analisis statistic dalam bentuk uji regresi linier berganda. Hasil penelitian ini menunjukan bahwa secara parsial dan simultan, variabel Citra Merek, Persepsi Harga dan Customer Experience berpengaruh terhadap Repurchase Intention pada restoran hanamasa di mall puri indah. Hal ini dibuktikan dari hasil uji parsial (uji t) yang menunjukan nilai signifikansi dari tiga variabel bebas yang mendukung hipotesa. Oleh karena itu hasil uji dari penelitian ini menyatakan bahwa terdapat pengaruh secara simultan dan parsial antara variabel citra merek, persepsi harga dan customer experience terhadap repurchase intention pada restoran hanamasa di Mall Puri Indah. Kata Kunci : Citra Merek, Persepsi Harga, Customer Experience, Repurchase

Item Type: Thesis (S1-Sarjana)
Call Number: SE/31/19/223
NIM: 43115010339
Uncontrolled Keywords: Kata Kunci : Citra Merek, Persepsi Harga, Customer Experience, Repurchase
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 659 Advertising and Public Relations/Periklanan, Reklame, Pariwara, Iklan, Sponsor, Humas, Hubungan Masyarakat > 659.2 Public Relations/Hubungan Masyarakat
700 Arts/Seni, Seni Rupa, Kesenian > 700. Arts/Seni, Seni Rupa, Kesenian > 700.1-700.9 Standards Subdivisions of The Arts/Subdivisi Standard dari Karya Seni > 700.4 Special Topics in The Arts/Topik Tertentu dalam Karya Seni > 700.41 Arts Displaying Specific Qualities of Style, Mood, Viewpoint/Seni Menampilkan Kualitas Gaya Tertentu, Suasana Hati, Sudut Pandang
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 26 Mar 2020 07:50
Last Modified: 26 Mar 2020 07:50
URI: http://repository.mercubuana.ac.id/id/eprint/55209

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