BIQI, FIKRI (2023) PENGARUH KUALITAS PRODUK, KUALITAS PELAYANAN, DAN CITRA MEREK TERHADAP MINAT BELI ULANG (Studi Pada Konsumen Starbucks di DKI Jakarta). S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The fast rate of economic growth today is followed by a lot of competition, especially for companies engaged in the food and beverage sector. Starbucks as a coffee shop brand that still exists today is very consistent in maintaining its product quality, service quality, and brand image. This study aims to testing the effect of product quality, service quality, and brand image on consumer repurchase intention towards Starbucks drinks in DKI Jakarta. The population in this study were visitors who had purchased drinks at Starbucks coffee shops in DKI Jakarta with a total sample of 160 respondents who were determined using a purposive sampling method. The data collection technique was carried out using a questionnaire and data processing was carried out using the SEM-PLS analysis technique. The results showed that product quality had a positive and significant effect on repurchase intention, service quality had a positive and significant effect on repurchase intention and brand image had a positive and significant effect on repurchase intention .Keywords: Products Quality, Service Quality, Brand Image Cepatnya laju pertumbuhan ekonomi dewasa ini diikuti dengan banyaknya persaingan, terutama bagi perusahaan yang bergerak dalam sektor makanan dan minuman. Starbuck sebagai merek kedai kopi yang masih eksis hingga saat ini sangat konsisten dalam mempertahankan kualitas produk, kualitas layanan, dan citra mereknya. Penelitian ini bertujuan untuk menguji pengaruh kualitas produk, kualitas pelayanan, dan citra merek terhadap minat beli ulang konsumen terhadap minuman Starbucks di DKI Jakarta. Populasi dalam penelitian ini adalah pengunjung yang telah melakukan pembelian minuman di kedai kopi Starbucks di DKI Jakarta dengan jumlah sampel sebanyak 160 responden yang ditentukan menggunakan metode purposive sampling. Adapun teknik pengumpulan data dilakukan menggunakan kuesioner dan olah data dilakukan dengan teknik analisis SEM-PLS. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh positif dan signifikan terhadap minat beli ulang, kualitas pelayanan memiliki pengaruh yang positif dan signifikan terhadap minat beli ulang serta citra merek memiliki pengaruh yang positif dan signifikan terhadap minat beli ulang. Kata Kunci: Kualitas Produk, Kualitas Layanan, Citra Merek
| Item Type: | Thesis (S1) |
|---|---|
| Call Number CD: | FE/MJ. 23 245 |
| NIM/NIDN Creators: | 43117010379 |
| Uncontrolled Keywords: | Kualitas Produk, Kualitas Layanan, Citra Merek |
| Subjects: | 400 Language/Bahasa > 400. Language/Bahasa > 406 Organizations and management/Organisasi dan Manajemen 800 Literatures/Kesusastraan > 800. Literatures/Kesusastraan > 801 Philosophy and Theory of Literatures/Filsafat dan Teori Kesusastraan > 801.3 Value, Influence, Effect/Nilai, Pengaruh, Efek |
| Divisions: | Fakultas Ekonomi dan Bisnis > Manajemen |
| Depositing User: | CALVIN PRASETYO |
| Date Deposited: | 21 Oct 2023 03:25 |
| Last Modified: | 21 Oct 2023 03:25 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/83005 |
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