ANALISIS DETERMINAN YANG MEMENGARUHI REPURCHASE INTENTION KONSUMEN LIQUID VAPE

KISKO BINTANG MAHESA, . (2025) ANALISIS DETERMINAN YANG MEMENGARUHI REPURCHASE INTENTION KONSUMEN LIQUID VAPE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand experience, perceived value, dan product quality dan customer satisfaction terhadap repurchase intention pada konsumen Liquid Paradewa. Latar belakang penelitian ini didasari oleh meningkatnya tren penggunaan liquid vape di kalangan anak muda serta pentingnya mempertahankan loyalitas konsumen dalam industri yang kompetitif. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei online terhadap 239 responden di wilayah DKI Jakarta. Analisis data dilakukan dengan Structural Equation Modeling (SEM) berbasis AMOS. Hasil penelitian menunjukkan bahwa brand experience, perceived value, dan product quality berpengaruh positif dan signifikan terhadap customer satisfaction. Selain itu, brand experience, product quality, dan customer satisfaction juga berpengaruh positif dan signifikan terhadap repurchase intention. Namun, perceived value tidak berpengaruh signifikan terhadap repurchase intention meskipun hubungannya positif. Temuan ini memberikan implikasi bahwa peningkatan kualitas produk dan pengalaman merek dapat mendorong loyalitas pelanggan terhadap Liquid Paradewa. Penelitian ini juga memberikan kontribusi teoritis dalam memperkaya literatur terkait perilaku konsumen di industri vape, serta memberikan rekomendasi praktis bagi perusahaan untuk meningkatkan strategi pemasaran dan membangun persepsi nilai yang kuat di mata konsumen. Kata Kunci : brand experience, perceived value, product quality, customer satisfaction, repurchase intention ***** This study aims to examine the influence of brand experience, perceived value, product quality, and customer satisfaction on repurchase intention among consumers of Liquid Paradewa. The research is motivated by the growing trend of liquid vape usage among young adults and the importance of maintaining customer loyalty in a highly competitive industry. A quantitative approach was employed, utilizing an online survey method involving 239 respondents from the DKI Jakarta area. Data were analyzed using Structural Equation Modeling (SEM) with AMOS software. The results reveal that brand experience, perceived value, and product quality have a positive and significant effect on customer satisfaction. Furthermore, brand experience, product quality, and customer satisfaction also exert a positive and significant influence on repurchase intention. However, perceived value does not have a statistically significant effect on repurchase intention, although the relationship is positive. These findings imply that enhancing product quality and brand experience can foster customer loyalty toward Liquid Paradewa. The study contributes theoretically by enriching the literature on consumer behavior in the vape industry and offers practical recommendations for companies to improve marketing strategies and strengthen perceived value from the consumer’s perspective. Keywords : brand experience, perceived value, product quality, customer satisfaction, repurchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Manajemen
Depositing User:	Kisko Bintang Mahesa .
Date Deposited:	11 Aug 2025 06:16
Last Modified:	11 Aug 2025 06:16
URI:	http://repository.unj.ac.id/id/eprint/59350

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