FAKTOR – FAKTOR YANG BERPENGARUH TERHADAP KEPERCAYAAN KONSUMEN DAN IMPLIKASINYA PADA MINAT PEMBELIAN ULANG PRODUK SUNNYGOLD (Studi Kasus Pada Konsumen SunnyGold Di Jakarta Selatan)

PUTRA, ANGGI (2021) FAKTOR – FAKTOR YANG BERPENGARUH TERHADAP KEPERCAYAAN KONSUMEN DAN IMPLIKASINYA PADA MINAT PEMBELIAN ULANG PRODUK SUNNYGOLD (Studi Kasus Pada Konsumen SunnyGold Di Jakarta Selatan). S2 thesis, Universitas Mercu Buana Jakarta.

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Abstract

This study aims to analyze the effect of product quality, price perception and word of mouth towards consumer trust and its impact on the repurchase intention of SunnyGold products. This study uses a causality design with a quantitative approach. The samples in this study were 170 customers of the SunnyGold products in South Jakarta. The data analysis technique used for this research is the Structural Equation Model with using the Amos program. The results of data analysis show that product quality, price and word of mouth partially have a significant effect on customer trust, then the variable product quality, price, word of mouth and customer trust partially also have a significant effect on the repurchase Intention of the SunnyGold products. Keywords: Product Quality, Price, Word of Mouth, Trust, Repurchase Intention Penelitian ini bertujuan untuk menganalisis pengaruh kualitas produk, persepsi harga dan word of mouth terhadap kepercayaan konsumen SunnyGold serta dampaknya pada minat beli ulang produk SunnyGold. Penelitian ini menggunakan desain kausalitas dengan pendekatan kuantitatif. Sampel dalam penelitian ini adalah customer produk SunnyGold yang berada di Jakarta Selatan sebanyak 170 customer. Teknik analisa data yang digunakan untuk penelitian ini adalah Structural Equation Model dengan bantuan program Amos. Hasil analisis data menunjukkan bahwa kualitas produk, harga dan word of mouth secara parsial berpengaruh signifikan terhadap kepercayaan customer, kemudian variabel kualitas produk, harga dan word of mouth serta kepercayaan customer secara parsial juga berpengaruh signifikan terhadap minat pembelian ulang roduk SunnyGold. Kata Kunci: Kualitas Produk, Harga, Word of Mouth, Kepercayaan, Minat Pembelian Ulang

Item Type: Thesis (S2)
NIM/NIDN Creators: 55115120050
Uncontrolled Keywords: Kualitas Produk, Harga, Word of Mouth, Kepercayaan, Minat Pembelian Ulang
Subjects: 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.4 Specific Fields of Accounting/Bidang Akuntansi Tertentu
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.4 Specific Fields of Accounting/Bidang Akuntansi Tertentu > 657.45 Auditing/Audit
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.4 Specific Fields of Accounting/Bidang Akuntansi Tertentu > 657.45 Auditing/Audit > 657.452 Audit Reports/Laporan Audit
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 657 Accounting/Akuntansi > 657.4 Specific Fields of Accounting/Bidang Akuntansi Tertentu > 657.45 Auditing/Audit > 657.453 Auditing of Computer-Processed Accounts/Mengaudit Laporan yang Diproses Komputer
Divisions: Pascasarjana > Magister Manajemen
Depositing User: Dede Muksin Lubis
Date Deposited: 22 Feb 2022 02:16
Last Modified: 04 Jul 2023 07:48
URI: http://repository.mercubuana.ac.id/id/eprint/56499

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