Prastyaningsih, Ayu Sari (2014) Pengaruh Customer Experience Terhadap Repurchase Intention (Niat Membeli Ulang) (Survei pada Konsumen KFC Di Lingkungan Warga RW 3 Desa Kandangrejo, Kedungpring, Lamongan). Sarjana thesis, Universitas Brawijaya.
Abstract
Customer experience menjadi latar belakang penelitian yang dapat mempengaruhi konsumen untuk berniat membeli ulang atas suatu produk atau jasa. Tujuan penelitian ini adalah untuk mengetahui pengaruh baik secara bersama-sama maupun secara sendiri-sendiri dari variabel-variabel customer experience yang terdiri dari sensory experience, emotional experience, dan social experience terhadap repurchase intention (niat membeli ulang). Penelitian ini menggunakan metode survei dengan jenis penelitian menggunakan explanatory research dan pendekatan kuantitatif. Instrumen penelitian ini menggunakan kuesioner yang disebar kepada 65 orang responden yang merupakan konsumen KFC Lamongan warga RW 3 Desa Kandangrejo, Kedungpring, Lamongan. Pengolahan data dilakukan dengan menggunakan software SPSS versi 21.0 for Windows. Pengujian instrumen menggunakan uji validitas dan uji reliabilitas. Analisis data menggunakan analisis deskriptif dan regresi liniear berganda. Berdasarkan hasil pengujian hipotesis pertama diketahui bahwa terdapat Adjusted R Square sebesar 0,509 , sedangkan F hitung sebesar 23,140 dan P sebesar 0,000 sehingga dapat dinyatakan bahwa variabel Sensory Experience (X1), Emotional Experience (X2) dan Social Experience (X3) berpengaruh secara bersama-sama terhadap Repurchase Intention (Y). Hasil pengujian hipotesis kedua mempunyai nilai koefisien regresi (B) variabel Sensory Experience (X1) sebesar 0,178 dan nilai t hitung sebesar 4,224 dengan probabilitas sebesar 0,000, sehingga dapat dinyatakan ada hubungan positif dan signifikan. Nilai koefisien regresi (B) variabel Emotional Experience (X2) sebesar 0,256 dan nilai t hitung sebesar 6,076 dengan probabilitas sebesar 0,000, sehingga dapat dinyatakan ada hubungan positif dan signifikan. Nilai koefisien regresi (B) variabel Social Experience (X3) sebesar 0,272 dan nilai t hitung sebesar 3,381 dengan probabilitas sebesar 0,001, sehingga dapat dinyatakan ada hubungan positif dan signifikan.
English Abstract
Customer experience as the research background that can influence the consumers intention to buy again for a product or service. The purpose of this study was to determine the effect of either jointly or independently of the variables consisting of customer experience sensory experience, emotional experience, and social experience on repurchase intention. This study used a survey method and explanatory type and quantitative approach. The instrument of this study using a questionnaire distributed to 65 respondents who are customers of KFC Lamongan RW 3 society Desa Kandangrejo, Kedungpring, Lamongan. Data processing is performed using SPSS software version 21.0 for Windows. Testing instrument using validity and reliability. Data were analyzed using descriptive analysis and multiple linear regression. Based on the results of testing the first hypothesis is known that there is Adjusted R Square of 0.509, while the F count of 23,140 and 0,000 P so that it can be stated that the variable Sensory Experience (X1), Emotional Experience (X2) and the Social Experience (X3) effect together to Repurchase Intention (Y). The second hypothesis test has regression coefficient (B) of Sensory Experience variable (X1) is 0.178 and t-value is 4.224 with a probability of 0.000, so it can be stated there is a positive relationship and significant. Regression coefficient (B) of Emotional Experience variable (X2) is 0.256 and t-value is 6.076 with a probability of 0.000, so it can be stated there is a positive relationship and significant. Regression coefficient (B) of Social Experience variable (X3) is 0.272 and a t-value 3.381 with a probability of 0.001, so it can be stated there is a positive relationship and significant.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2014/641/051407668 |
| Uncontrolled Keywords: | Customer Experience, Sensory Experience, Emotional Experience, Social Experience, Niat membeli ulang; Customer Experience, Sensory Experience, Emotional Experience, Social Experience, Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.81 Sales management > 658.812 Customer relations |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Hasbi |
| Date Deposited: | 12 Nov 2014 10:58 |
| Last Modified: | 24 Nov 2021 14:09 |
| URI: | http://repository.ub.ac.id/id/eprint/116770 |
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