Zamorano,, Marcelo Ivan and Kadarisman Hidayat,, Dr., M.SI. (2023) Pengaruh Brand Image dan Food Quality terhadap Repurchase Intention (Survei pada Mahasiswa Universitas Brawijaya Aktif Hingga 2022/2023 yang Menjadi Pelanggan Mixue Suhat Kota Malang). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini berjudul “Pengaruh Brand Image dan Food Quality terhadap Repurchase Intention (Survei pada Mahasiswa Aktif Universitas Brawijaya 2022/2023 yang Menjadi Pelanggan Mixue Suhat Kota Malang)”. Tujuan penelitian ini untuk menjelaskan adanya pengaruh Variabel Bebas Brand Image dan Food Quality terhadap Variabel Terikat yaitu Repurchase Intention. Jenis penelitian yang digunakan adalah explanatory research melalui pendekatan kuantitatif. Jumlah sampel yang digunakan dalam penelitian ini sebanyak 100 orang responden dari mahasiswa Universitas Brawijaya aktif hingga 2022/2023 yang menjadi pelanggan Mixue Suhat Kota Malang dan pernah membeli produk Mixue dua kali atau lebih selama satu tahun terakhir. Metode analisis data pada penelitian ini menggunakan software SPSS 25 for windows dengan metode pengumpulan sampel menggunakan metode purposive sampling. Analisis data yang digunakan adalah analisis deskriptif dan analisis regresi linier berganda. Hasil penelitian menunjukkan bahwa hasil Uji Simultan (Uji-F) diperoleh nilai Fhitung 99.493 > Ftabel 3.09 atau signifikansi F 0.000 < 0.05, sehingga H0 ditolak dan H1 diterima. Dapat disimpulkan bahwa Variabel Brand Image dan Food Quality memiliki pengaruh secara simultan terhadap Repurchase Intention. Pada Uji Parsial (Uji-t) Variabel Brand Image dan Food Quality memiliki pengaruh positif dan signifikan secara parsial terhadap Repurchase Intention
English Abstract
This research is entitled "The Influence of Brand Image and Food Quality on Repurchase Intention (Survey of Active Students of Brawijaya University 2022/2023 Who Become Mixue Suhat Customers in Malang City)". The purpose of this study is to explain the influence of the independent variables brand image and food quality on the dependent variable, namely repurchase intention. The type of research used is Explanatory Research through a quantitative approach. The number of samples used in this study were 100 respondents from Students of Brawijaya University Active Until 2022/2023 who are Mixue Suhat customers in Malang City and have purchased Mixue products two or more times in the past year. The data analysis method in this study used SPSS 25 for windows software with the sample collection method using the purposive sampling method. Data analysis used is descriptive analysis and multiple linear regression analysis. The results showed that the results of the Simultaneous Test (F-Test) obtained a value of Fcount 99.493 > Ftable 3.09 or a significance F 0.000 <0.05, so that H0 was rejected and H1 was accepted. It can be concluded that Brand Image and Food Quality Variables have a simultaneous influence on Repurchase Intention. In the Partial Test (t-test) Brand Image and Food Quality Variables have a partially positive and significant effect on Repurchase Intention
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030771 |
| Uncontrolled Keywords: | Brand Image, Food Quality, dan Repurchase Intention |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 19 Jan 2024 08:37 |
| Last Modified: | 19 Jan 2024 08:37 |
| URI: | http://repository.ub.ac.id/id/eprint/211722 |
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Text (DALAM MASA EMBARGO)
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