Hutama, Dwiputra (2018) Pengaruh Food Quality dan Brand Image terhadap Repurchase Intention (Survei pada Pelanggan Malang Strudel di Kota Malang),. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk : 1) Mengetahui dan menjelaskan secara simultan pengaruh variabel-variabel Food Quality dan Brand Image terhadap Repurchase Intention; 2) Mengetahui dan menjelaskan secara parsial pengaruh variabel Appearance terhadap Repurchase Intention; 3) Mengetahui dan menjelaskan secara parsial pengaruh variabel Aroma terhadap Repurchase Intention; 4) Mengetahui dan menjelaskan secara parsial pengaruh variabel Flavor terhadap Repurchase Intention; 5) Mengetahui dan menjelaskan secara parsial pengaruh variabel Texture terhadap Repurchase Intention; 6) Mengetahui dan menjelaskan secara parsial pengaruh variabel Citra Pembuat terhadap Repurchase Intention; 7) Mengetahui dan menjelaskan secara parsial pengaruh variabel Citra Pemakai terhadap Repurchase Intention; 8) Mengetahui dan menjelaskan secara parsial pengaruh variabel Citra Produk terhadap Repurchase Intention. Penelitian ini menggunakan jenis penelitian penjelasan (explanatory research) dengan pendekatan kuantitatif. Variabel yang digunakan dalam penelitian ini ada delapan, yaitu Appearance (X1), Aroma (X2), Flavor (X3), Texture (X4), Citra Pembuat (X5), Citra Pemakai (X6), Citra Produk (X7), dan Repurchase Intention (Y). Pengumpulan data diperoleh melalui penyebaran kuisioner secara offline dengan kriteria responden pelanggan yang sebelumnya pernah membeli dan mencoba Malang Strudel, dan memiliki batasan usia minimal 17 tahun. Sampel yang digunakan dalam penelitian ini berjumlah 116 orang responden. Teknik pengambilan sampel yang digunakan adalah purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa variabel Appearance (X1), Aroma (X2), Flavor (X3), Texture (X4), Citra Pembuat (X5), Citra Pemakai (X6), Citra Produk (X7) berpengaruh secara simultan dan signifikan terhadap Repurchase Intention (Y). Secara parsial, bahwa seluruh variabel bebas yaitu Appearance (X1), Aroma (X2), Flavor (X3), Texture (X4), Citra Pembuat (X5), Citra Pemakai (X6), Citra Produk (X7) berpengaruh secara signifikan terhadap Repurchase Intention (Y)
English Abstract
This research aimed to determine: 1) Know and explain simultaneously the influence of all variables Food Quality and Brand Image on Repurchase Intention; 2) Knowing and explaining partially the effect of variable Appearance on Repurchase Intention; 3) Knowing and explaining partially the effect of variable Aroma on Repurchase Intention; 4) Knowing and explaining partially the influence of variable Flavor on Repurchase Intention; 5) Knowing and explaining partially the effect of variable Texture on Repurchase Intention; 6) Knowing and explaining partially the influence of the variable Corporate Image on Repurchase Intention; 7) Knowing and explaining partially the effect of variable User Image on Repurchase Intention; 8) Knowing and explaining partially the effect of variable Product Image variables on Repurchase Intention. This research use explanatory research with a quantitative approach. There are eight variables used in this study: Appearance (X1), Aroma (X2), Flavor (X3), Texture (X4), Corporate Image (X5), User Image (X6), Product Image (X7), and Repurchase Intention (Y). Data collection was obtained through the distribution of questionnaires offline with the criteria of respondents who had previously bought and tried Malang Strudel, and had a minimum age limit of 17 years. The sample used in this study amounted to 116 respondents. The sampling technique is using purposive sampling. Data analysis is using descriptive analysis and multiple linear regression analysis. The results showed in this study that all independent variables Appearance (X1), Aroma (X2), Flavor (X3), Texture (X4), Corporate Image (X5), User Image (X6), and Product Image (X7) simultaneously and significantly affected on Repurchase Intention (Y). Partially, all independent variables like Appearance (X1), Aroma (X2), Flavor (X3), Texture (X4), Corporate Image (X5), User Image (X6), and Product Image (X7) significantly affects on Repurchase Intention (Y)
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIA/2018/927/051810876 |
| Uncontrolled Keywords: | Food Quality, Brand Image dan Repurchase Intention |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.83 Market research > 658.834 Consumer research > 658.834 3 Consumer attitudes, preferences, reactions |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | soegeng sugeng |
| Date Deposited: | 01 Mar 2019 01:59 |
| Last Modified: | 23 Oct 2021 04:57 |
| URI: | http://repository.ub.ac.id/id/eprint/161881 |
Preview |
Text
Dwiputra Hutama.pdf Download (49MB) | Preview |
Actions (login required)
 |
View Item |