ANALISIS PENGARUH PRODUK, PERSEPSI HARGA DAN KUALITAS PELAYANAN TERHADAP MINAT PEMBELIAN ULANG
Keywords:
Produk, Kualitas Layanan, Persepsi Harga, Minat Pembelian Ulang
Abstract
Penelitian ini bertujuan untuk menguji pengaruh produk, harga yang dirasakan, dan kualitas layanan terhadap niat pembelian kembali. Sampel yang diambil adalah 100 responden menggunakan teknik sampling aksidental. Metode analisis data menggunakan uji regresi linier berganda. Penelitian ini menemukan bahwa kualitas layanan memiliki pengaruh positif dan signifikan terhadap niat pembelian kembali, sedangkan produk dan harga yang dirasakan tidak memiliki pengaruh yang signifikan terhadap minat pembelian ulang.
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References
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Bennion, M., & Scheule, B. 2004. Introductory foods (12th edition). USA: Pearsonprentice Hall.
Chinomona R. & Maziriri, E. T. 2017. The influence of brand awareness, brand association and product quality on brand loyalty and repurchase intention: a case of male consumers for cosmetic brands in South Africa. Journal of Business and Retail Management Research (JBRMR), 12(1): 143-154
Ebrahimi, M. R. & Tootoonkavan, S. 2014. Investigating the Effect of Perceived Service Quality, Perceived Value, Brand Image, Trust, Customer Satisfaction on Repurchase Intention and Recommendation to Other. European Journal of Business and Management, 6(34): 181-186.
Hicks, J.M., Page Jr., T. J., Behe, B. K., Dennis, J. H., Fernandez, R. & Thomas. (2005). Delighted Consumers Buy Again”, ”, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behaviour, 94–104.
Jiang, Pingjun. 2005. Customer intention to return online: price perception, attribute-level performance, and satisfaction unfolding over time. European Journal of Marketing, 39(1/2):150-174.
Kotler, P. dan Keller, K. L. 2012. Marketing Management. Edisi 14. Global Edition. Pearson Prentice Hall.
Mensah, I. & Mensah, R. D. 2018. Effects of Service Quality and Customer Satisfaction on Repurchase Intention in Restaurants on University of Cape Coast Campus. Journal of Tourism, Heritage & Services Marketing, 4(1): 27-36.
Muslichati, E. Z & Wartini. (2015). Pengaruh Kualitas Layanan dan Inovasi Layanan terhadap Kepuasan Konsumen pada Rumah Sakit Buah Hati Kudus. Management Analysis Journal, 4(4), 341–347.
Parasuraman, Valarie A. Zeithaml, & Leonard L. Berry. (1985). A Conceptual Model of Service Quality and Its Implications for Future Research. The Journal of Marketing, 49, 41–50.
Pourdehghan, A. 2015. The impact of marketing mix elements on brand loyalty: A case study of mobile phone industry. Marketing and Branding Research, 2(2015): 44-63.
Saleem, M. A. Zahra, S., & Yaseen, A. 2017. Impact of service quality and trust on repurchase intentions – the case of Pakistan airline industry, Asia Pacific Journal of Marketing and Logistics, 29(5): 1136-1159.
Schiffman, L. G. & L. L Kanuk. (2010). Consumer Behaviour. 10th ed. New Jersey: Prentice Hall., 2010.
Setiadi, N, J. (2003). Perilaku Konsumen: Konsep dan Implikasi untuk Strategi dan Penelitian Pemasaran, (Perilaku Konsumen).
Stanton, Wiliam J. 1998. Prinsip Pemasaran Edisi Ketujuh, Jilid 1. Jakarta: Erlangga.
Tjiptono, F. 2008. Strategi Pemasaran. Yogyakarta: Andi Offset.
Widiyanto, I. 2008. Pointers metodologi penelitian. Semarang: CV Dikalia.
Xu, J. X. Ahmad, M. I. & Ali, R. 2016. Factors Influencing the Customers Repurchase Decisions. American Journal of Social and Management Sciences, 7(1): 24-32.
Zeithaml, V. A. (1988). Customer perceptions of price, quality and value. Journal of Marketing, 52.
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2019-03-31
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