PENGARUH BRAND EXPERIENCE, CITA RASA, DAN VARIASI MENU TERHADAP MINAT BELI ULANG DI KEDAI SERABI BANDUNG
DOI:
https://doi.org/10.29303/jmm.v12i3.792Keywords:
Brand Experience, Taste, Menu Variation and Repurchase IntentionAbstract
The objective of this study is to examine the impact of brand experience, flavor perception, and menu diversity on the inclination of customers to make repeat purchases at Kedai Serabi Bandung. The research approach employed is quantitative in nature. The research population encompasses all patrons who have completed transactions at Kedai Serabi Bandung, with a subset of 65 participants forming the research sample. The sampling method employed is non-probabilistic, specifically utilizing purposive sampling. This sample was subsequently subjected to validity and reliability tests, classical assumption evaluations, multiple linear regression analyses, significance assessments (t-tests), and coefficient of determination computations (R2). Based on the outcomes of the analysis, the findings of this investigation reveal that Flavor Perception and Menu Diversity significantly and positively influence the intention to make repeat purchases, while Brand Experience does not exert a discernible influence on the intention to make repeat purchases.References
Agung Nugroho, 2005. Strategi Jitu memilih Metode statistic Penelitian dengan SPSS, Andi Jogyakarta
Alif.F.A dan R. Hidayat. (2020). Pengaruh Brand Experience Terhadap Minat Beli Ulang Tunas Daihatsu Soekarno-Hatta BandungTahun 2019. Jurnal. Universitas Telkom. Bandung
Aprilia. S. C. K., Tinneke M. Tumbel, Olivia Walangitan. 2022. Pengaruh Variasi Produk dan Promosi Terhadap Keputusan Pembelian Careofyou.id pada Media Sosial Instagram.Jurnal. Universitas Sam Ratulangi. Manado.
Arikunto, S. (2006:130). Prosedur Penelitian (Suatu Pendekatan Praktek). Jakarta: Rineka Cipta.
Azwar, Saifudin. 2007. Metode Penelitian.
Yogyakarta: Pustaka Pelajar
Bahu Manado). Jurnal Administrasi Bisnis.
Universitas Sam Ratulangi. Manado.
Brankus at al. 2009. Brand Experience: What Is It? How Is It Measured? Does It Affect Loyalty?. Journal of marketing.
Cronin, J.J dan Taylor, S.A. (1992). “Measuring Service Quality: A Reexaminataion and Extension”, Journal of Marketing, Juny
(56): 55-68.
Ferdinand, A. 2002. Structural Equation Modeling dalam Penelitian Manajemen, Edisiketiga, Fakultas Ekonomi UNDIP, Semarang.Firdausi F. 2021. Pengaruh Kualitas Produk Dan Harga Terhadap Minat Beli Ulang Produk Syahi Haleeb.jurnal .Fakultas Manajemen dan Bisnis, Universitas Ciputra Surabaya. Surabaya.
Fornell, C. (1992), “A National Customer Satisfaction Barometer: The Swedish Experience,” Journal of Marketing, Vol. 56,
pp. 6-21
Gersom Hendarsono G., dan S. Sugiharto, S.E.,
M.M. 2013. Analisa Pengaruh Experiential Marketing Terhadap Minat Beli Ulang Konsumen Cafe Buntos 99 Sidoarjo.Jurnal Manajemen Pemasaran. Universitas Kristen Petra. Surabaya.
Ghozali, Imam. 2016. Aplikasi Analisis Multivariete Dengan Program IBM SPSS 23 (Edisi 8). Cetakan ke VIII. Semarang: Badan Penerbit Universitas Diponegoro.
Gunarso. 2005. Psikologis Praktis Anak, Remaja dan Keluarga. BPK Gunung Mulia, Jakarta
Handayani, Ririn.2020. Metodologi Penelitian Sosial. Yogyakarta: Trussmedia Grafika
Hatane.S dan R.S.Putra.(2018). Brand Experience, Brand Commitment, dan Brand Loyalty
Apple Iphone di Surabaya. Jurnal. Universitas Kristen Putra. Surabaya. Hatch, E., & Farhady, H. (1981). Research Design & Statistics for Applied Linguistics.
Tehran: Rahnama Publications.v
Husein Umar. (2001). Metode Penelitian dan Aplikasi dalam Pemasaran. Jakarta: PT Gramedia Pustaka Umum
I Gede Putu Pranadata. I.G.P., M. Rahayu., dan A.
S. Hussein. 2017. Analisis Pengaruh Brand Experience Terhadap Brand Perceived Value, Brand Satisfaction, Dan Brand Loyalty (Studi Kasus Pada Industri One Stop Carcare Service di Kota Malang).jurnal.Pascasarjana Fakultas Ekonomi dan Bisnis Universitas Brawijaya. Malang.
Kotler dan Keller. 2009. Manajemen Pemsaran. Jilid I. Edisi ke Tigabelas, TerjemanBob Sabran, MM . Jakarta: Erlangga.
Kotler, Keller. 2008. Manajemen Pemasaran.
Jakarta : Erlangga
Kotler, P. (2002). Manajemen Pemasaran,Edisi Milenium. (2002). Jakarta: PT.Prehalindo.
Kotler, Philip. 2000. Manajemen Pemasaran.
Edisi Milenium. Prenhalindo. Jakarata.
Lalu.A.R.2020. pengaruh iklan media sosial dan promosi cashback terhadap keputusan pembelian pada tokopedia. Universitas Mataram. Mataram
Maimunah, Siti. 2019. “Pengaruh Kualitas Pelayanan, Persepsi Harga, Cita Rasa Terhadap Kepuasan Konsumen dan Loyalitas Konsumen”Volume 1, Nomor 2,
hml (57-68).
Muhammad.Z.A. 2020. Pengaruh Store Atmosper dan Brand Image terhadap keputusan Pembelian Pelanggan Pada Toko Royal Surf Mataram.Universitas Mataram. Mataram.
Pantjawati. J. 2015. Pengaruh Kualitas Layanan Terhadap Minat Pembelian Ulang Melalui Kepuasan Pelanggan Di Kartini Restoran Surabaya Plaza Hotel.Artikel ilmiah.Sekolah Tinggi Ilmu Ekonomi Perbanas. Surabaya.
Wahida, N. 2010. Komponen-Komponen Yang Mempengaruhi Cita Rasa Bahan Pangan.
Yuliananta.E.D, dan U. Subiyantoro. 2020. Pengaruh Variasi Produk Dan Harga Terhadap Minat Beli Ulang Di Tumbas Kopi Mojokerto. Jurnal .Universitas
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2023 Ersa Heizza Lazuardi Putri, Sulhaini Sulhaini, Lalu Edy Herman Mulyono
This work is licensed under a Creative Commons Attribution 4.0 International License.
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a CC BY 4.0. This license allows authors to use all articles, data sets, graphics, and appendices in data mining applications, search engines, web sites, blogs, and other platforms by providing an appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in JMM.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
