PENGARUH PERCEIVED PRICE TERHADAP ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE SERTA TERHADAP REPURCHASE INTENTION KONSUMEN KOPI LOKAL KEKINIAN (KOPI TUKU DI JAKARTA)

ILHAM RAFII PRIYAMBODO, . (2025) PENGARUH PERCEIVED PRICE TERHADAP ELECTRONIC WORD OF MOUTH DAN BRAND IMAGE SERTA TERHADAP REPURCHASE INTENTION KONSUMEN KOPI LOKAL KEKINIAN (KOPI TUKU DI JAKARTA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji pengaruh perceived price terhadap electronic word of mouth (E-WOM) dan brand image, serta dampaknya terhadap repurchase intention pada konsumen kopi lokal kekinian, khususnya Kopi Tuku di Jakarta. Metode yang digunakan adalah pendekatan kuantitatif dengan pengumpulan data primer melalui kuesioner daring. Responden ditentukan berdasarkan kriteria: pernah membeli Kopi Tuku minimal lima kali dalam tiga bulan terakhir, berdomisili di Jakarta, berusia di atas 17 tahun, serta aktif menggunakan internet dan media sosial untuk memperoleh informasi mengenai Kopi Tuku. Jumlah sampel dalam penelitian ini adalah 287 responden. Analisis data dilakukan menggunakan perangkat lunak LISREL dengan pendekatan Structural Equation Modeling (SEM). Hasil penelitian menunjukkan bahwa perceived price berpengaruh positif signifikan terhadap E-WOM, brand image, dan repurchase intention. Selanjutnya, E-WOM berpengaruh positif signifikan terhadap brand image dan repurchase intention, kemudian brand image juga berpengaruh positif signifikan terhadap repurchase intention. Temuan ini mendukung teori Stimulus-Organism-Response (SOR) yang menjelaskan bahwa perceived price sebagai stimulus mempengaruhi E-WOM dan brand image sebagai organisme, yang kemudian berdampak pada repurchase intention sebagai respons konsumen. Penelitian ini memberikan kontribusi teoretis dalam pengembangan literatur terkait pemasaran digital serta implikasi praktis berupa rekomendasi strategis untuk manajemen Kopi Tuku di Jakarta dan pelaku usaha food and beverage lainnya dalam mempertahankan pelanggan dan meningkatkan penjualan. ***** This study aims to examine the influence of perceived price on electronic word of mouth (E-WOM) and brand image, as well as its impact on repurchase intention among consumers of contemporary local coffee, specifically those of Kopi Tuku in Jakarta. The research employed a quantitative approach with primary data collected through an online questionnaire. Respondents were selected based on the following criteria: having purchased Kopi Tuku at least five times within the last three months, residing in Jakarta, being over 17 years old, and actively using the internet and social media to seek information about Kopi Tuku. The total sample consisted of 287 respondents. Data analysis was conducted using LISREL software with the Structural Equation Modeling (SEM) approach. The results show that perceived price has a significant positive effect on eectronic word of mouth, brand image, and repurchase intention. Furthermore, electronic word of mouth significantly and positively influences both brand image and repurchase intention. In addition, brand image also has a significant positive effect on repurchase intention. These findings support the Stimulus-Organism-Response (SOR) theory, which explains that perceived price as a stimulus affects electronic word of mouth and brand image as the organism, which subsequently influences repurchase intention as the consumer's response. This study offers theoretical contributions to the development of literature related to digital marketing and provides practical implications in the form of strategic recommendations for Kopi Tuku’s management in Jakarta, as well as for other food and beverage businesses, in maintaining customer loyalty and increasing sales.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Dr. Mohamad Rizan, S.E., M.M. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Ilham Rafii Priyambodo .
Date Deposited:	08 Aug 2025 06:29
Last Modified:	08 Aug 2025 06:29
URI:	http://repository.unj.ac.id/id/eprint/58619

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