PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS LAYANAN TERHADAP MINAT PEMBELIAN ULANG PADA RESTORAN BAKMI GM DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING

RAHARJO, YUDDY (2023) PENGARUH CITRA MEREK, PERSEPSI HARGA, DAN KUALITAS LAYANAN TERHADAP MINAT PEMBELIAN ULANG PADA RESTORAN BAKMI GM DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING. S1 thesis, Universitas Mercu Buana Jakarta.

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Abstract

The research aims to identity the influence of Brand Image, Price Perception and Service Quality towards Consumer’s Re-Intention to buy on Bakmi GM with Satisfaction for the intervening variable. The subjects in this study were consumer who have bought Bakmi GM product. The sample used in this study was 200 respondents. The sampling technique using a purposive sampling. By using quantitative descriptive approach. Therefore, the analysis of the data used is the statistical analysis in the form of SEM-PLS. The results of this study showed Brand Image has a significant and positive effect on Satisfaction. Price Perception has not a significant effect on Satisfaction, Service Quality has a significant and positive effect on Satisfaction. Brand Image has a significant and positive effect on Re-intention to buy. Price Perception has a significant and positive effect on Re-intention to buy. Service Quality has not a significant effect on Re-intention to buy. Satisfaction has a significant and positive effect on Reintention to buy. Keyword : Brand Image, Price Perception, Service Quality, Satisfaction, Reintention to buy, Food and Beverage Penelitian ini untuk mengetahui pengaruh Pengaruh Citra Merek, Persepsi Harga, dan Kualitas Pelayanan dalam Minat Pembelian Ulang pada restoran Bakmi GM dengan Kepuasan sebagai variable intervening. Subjek pada penelitian ini adalah konsumen yang pernah membeli produk Bakmi GM. Sampel yang digunakan dalam penelitian ini adalah sebanyak 200 responden. Teknik pengambilan sampel menggunakan purposive sampling. Dengan menggunakan pendekatan deskriptif kuantitatif. Analisis data yang digunakan adalah analisis statistik dalam bentuk SEM-PLS. Hasil penelitian ini menunjukkan bahwa Citra Merek berpengaruh positif dan siginifikan terhadap Kepuasan Pelanggan. Persepsi Harga berpengaruh positif tidak siginifikan terhadap Kepuasan Pelanggan. Kualitas Pelayanan berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan. Citra Merek berpengaruh positif dan signifikan terhadap Minat Pembelian Ulang. Persepsi Harga berpengaruh positif dan signifikan terhadap Minat Pembelian Ulang. Kualitas Pelayanan berpengaruh positif tidak signifikan terhadap Minat Pembelian Ulang. Kepuasan Pelanggan berpengaruh positif dan siginifikan terhadap Minat Pembelian Ulang. Kata Kunci : Citra Merek, Persepsi Harga, Kualitas Pelayanan, Kepuasan Pelanggan, Minat Pembelian Ulang, Makanan dan Minuman

Item Type: Thesis (S1)
Call Number CD: FE/MJ. 23 197
Call Number: SE/31/23/288
NIM/NIDN Creators: 43117110248
Uncontrolled Keywords: Citra Merek, Persepsi Harga, Kualitas Pelayanan, Kepuasan Pelanggan, Minat Pembelian Ulang, Makanan dan Minuman
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 > 658 General Management/Manajemen Umum
600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum > 658.8 Marketing, Management of Distribution/Marketing, Manajemen Distribusi
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: ADELINA HASNA SETIAWATI
Date Deposited: 07 Sep 2023 04:05
Last Modified: 07 Sep 2023 04:05
URI: http://repository.mercubuana.ac.id/id/eprint/80142

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