MENGANALISIS PENGARUH KEPUASAN PELANGGAN DAN NIAT BELI ULANG PADA PRODUK MINUMAN "ICE CREAM & TEA"

AFIFAH AMELIA, . (2024) MENGANALISIS PENGARUH KEPUASAN PELANGGAN DAN NIAT BELI ULANG PADA PRODUK MINUMAN "ICE CREAM & TEA". Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh kepuasan pelanggan dan niat beli ulang pada produk minuman ice cream & tea. Terdapat lima variabel yang digunakan dalam penelitian ini meliputi product quality, viral marketing, perceived price, customer satisfaction, dan repurchase intention. Penelitian ini dilakukan di Provinsi DKI Jakarta menggunakan metode survei dengan menyebarkan kuesioner secara online melalui Microsoft form. Populasi yang digunakan dalam penelitian ini adalah penduduk yang berdomisili di Provinsi DKI Jakarta, berusia minimal 17 tahun dan pernah melakukan pembelian produk Mixue Ice Cream & Tea dalam kurun waktu tiga bulan terkahir. Penelitian ini menggunakan teknik pengambilan purposive sampling, dengan total 304 responden. Data yang digunakan dalam penelitian ini bersifat kuantitatif dan dianalisis menggunakan teknik Structural Equation Modelling (SEM). Hasil penelitian menunjukkan bahwa product quality memiliki pengaruh positif dan signifikan terhadap repurchase intention, product quality memiliki pengaruh positif dan signifikan terhadap customer satisfaction, viral marketing tidak memilik pengaruh yang signifikan terhadap customer satisfaction, perceived price memiliki pengaruh positif dan signifikan terhadap customer satisfaction, perceived price memiliki pengaruh positif dan signifikan terhadap repurchase intention dan customer satisfaction memiliki pengaruh positif dan signifikan terhadap repurchase intention. Kata Kunci: product quality, viral marketing, perceived price, customer satisfaction, repurchase intention ***** This research aims to analyze the influence of customer satisfaction and repurchase intention on ice cream & tea beverage products. There are five variables used in this research, including product quality, viral marketing, perceived price, customer satisfaction, and repurchase intention. This research was conducted in DKI Jakarta Province using a survey method by distributing questionnaires online via Microsoft Form. The population used in this research are residents who live in the DKI Jakarta Province, are at least 17 years old, and have purchased Mixue Ice Cream & Tea products within the last three months. This research used a purposive sampling technique, with a total of 304 respondents. The data used in this research is quantitative and analyzed using Structural Equation Modeling (SEM) techniques. The research results show that product quality has a positive and significant influence on repurchase intention, product quality has a positive and significant influence on customer satisfaction, viral marketing does not have a significant influence on customer satisfaction, perceived price has a positive and significant influence on customer satisfaction, perceived price has a positive and significant influence on repurchase intention, and customer satisfaction has a positive and significant influence on repurchase intention. Keywords: product quality, viral marketing, perceived price, customer satisfaction, repurchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D ; 2). Terrylina Arvinta Monoarva, S.E., M.M
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Pendidikan Tata Niaga
Depositing User:	Afifah Amelia .
Date Deposited:	21 Feb 2024 01:20
Last Modified:	21 Feb 2024 01:20
URI:	http://repository.unj.ac.id/id/eprint/45000

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