THE INFLUENCE OF PRICE PERCEPTION, SOCIAL MEDIA AND BRAND IMAGE ON REPURCHASE DECISIONS THROUGH CUSTOMER SATISFACTION INDOMIE GORENG ORIGINAL INSTANT NOODLES 84g AT TRIWIJAYA KEDAUNG STORE
Keywords:
Price Perception, Social Media, Brand Image, Customer Satisfaction, Repurchase Decision.
Abstract
This study aims to analyze the effect of price perceptions, Social Media, and Brand Image on Repurchase Decisions for Indomie Goreng Original 84g instant noodles at Triwijaya Kedaung Store, either directly or indirectly through Customer Satisfaction. The method used is quantitative with purposive sampling technique to determine a sample of 176 respondents. Data analysis using Structural Equation Modeling (SEM) with the AMOS Version 24 application. The study shows that price perception (p-value = 0.000) and Social Media (p-value = 0.000) have a significant positive effect on Customer Satisfaction, as well as Brand Image (p-value = 0.039). On Repurchase Decision, price perception has no significant effect (p-value=0.116), but Social Media (p-value=0.024) and Brand Image (p-value=0.018) have a significant positive effect. Customer satisfaction (p-value=0.006) has a significant positive effect on Repurchase Decisions. Indirectly through Customer Satisfaction, price perception (p-value=0.016) and Social Media (p-value=0.013) have a significant positive effect on Repurchase Decisions, not with Brand Image (p-value=0.108).
References
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Prayoni, Ida Ayu, and Ni Nyoman Rsi Respati. 2020. “Peran Kepuasan Konsumen Memediasi Hubungan Kualitas Produk Dan Persepsi Harga Dengan Keputusan Pembelian Ulang.” E-Jurnal Manajemen Universitas Udayana 9(4): 1379.
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Rachmawati, Hasna Labiba Azmi, and Handy Nur Cahya. 2023. “Hubungan Promosi, Brand Ambassador Dan Harga Terhadap Minat Beli Ulang Produk Mi Instan Merek Mie Sedaap (Studi Kasus Konsumen Mie Sedaap Di Kota Semarang).” Jurnal Ekonomi dan Bisnis 2(3): 173–84.
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Rival Victoria Putra, Machasin, and Syakdanur Nas. 2021. “Pengaruh Sales Promotion, Personal Selling Dan Advertising Terhadap Keputusan Pembelian Produk Buku Terbitan CV. As Salam Di Kota Pekanbaru.” Jurnal Ekonomi Kiat 32(1).
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Waluyo, Minto. 2016. Mudah Cepat Tepat Penggunaan Tools Amos. Jawa Timur: UPN Jatim Repository.
Wicaksono, D. S., Putri, P. I. A., Hastri, A. N., Noviantikasari, D., Muflihati, I., Suhendriani, S., ... & Umiyati, R. 2022. “Perbandingan Sifat Mie Instan, Mie Kering, Dan Mie Basah Yang Disubstitusi Dengan Tepung Tulang Ayam.” Journal of Food and Culinary 5(2): 76–89. www.indomie.co.id. 2024. “Https://Www.Indomie.Co.Id/About/History.”
Amalia, Nina Rezeki, Farida Yulianti, and Abdul Kadir. 2023. “Analisis Strategi Pemasaran Dalam Meningkatkan Penjualan Pada Cafe Bree SweetandfreezeBanjarmasin (Menggunakan Analisis SWOT).” Jurnal Rimba: Riset Ilmu Manajemen Bisnis Dan Akuntansi 1(3): 41–48.
Armanto, Rully, Bella Islamiah, and Muji Gunarto. 2022. “Pengaruh Citra Merek Dan Kepercayaan Merek Terhadap Loyalitas Merek Mie Instan.” Jurnal Nasional Manajemen Pemasaran \& SDM 3(2): 58–68.
As’ ad, H Abu-Rumman, and Anas Y Alhadid. 2014. “The Impact of Social Media Marketing on Brand Equity: An Empirical Study on Mobile Service Providers in Jordan.” Review of Integrative Business and Economics Research 3(1): 315.
Chairunnisa, Riza, Yuniman Zebua, and Pitriyani Pitriyani. 2022. “The Influence of Price Perception, Product Quality, Promotion, Brand Image on Repurchase Intention of Wardah Lipstick Products (Study on Customers of UD. Ghaisani Cosmetics Rantau Prapat).” International Journal of Science, Technology & Management 3(3): 754–62. data.goodstats.id 2024.
Https://Data.Goodstats.Id/Statistic/A gneszefanyayonatan/Ini-Dia-10- Smartphone-Terlaris-Di-Dunia-2023- JsvUo?Utm_campaign=read- Infinite&utm_medium=infinite&utm _source=internal. dinkes.kalbarprov.go.id. 2023. “Https://Dinkes.Kalbarprov.Go.Id/Ar tikel/Faktor-Dan-Dampak-Makanan Cepat-Saji-Bagi-Kesehatan- Remaja/.”
Ferdinand, Augusty. 2014. “Metodologi Pedoman Penelitian Untuk Penulisan Skripsi Tesis Dan Disertasi Ilmu Manajemen.” Semarang: Badan Penerbit Universitas Diponegoro.
Frans Sudirjo, I Nyoman Tri Sutaguna2 Rina Sovianti, Arief Yanto Rukmana, PA. Andiena. 2023. “Social Media Marketing’s Effect On Customer Satisfaction Frans.” International Journal of Economics and Management Research 2(2): 109–18.
Frans Sudirjo, Sulistiyani. 2023. “The Role of Competitive Advantage Mediates Entrepreneurial Orientation and Product Innovation on Marketing Performance.” Jurnal Manajemen Industri dan Logistik (JMIL) Vol. 7 No. 1, May, 2023, 152 - 164 7.
Ghozali, Imam. 2014. Structural Equation Modeling, Metode Alternatif Dengan. Partial Least Square (PLS). Edisi 4. Semarang: Badan Penerbit Universitas.
———. 2016. Aplikasi Analisis Multivariete Dengan Program. IBM SPSS 23 (Edisi 8). Cetakan Ke VIII. Semarang: Badan Penerbit.
Haryono, Siswoyo. 2016. Metode SEM Untuk Penelitian Manajemen Dengan AMOS, LISREL, PLS.
Bekasi: Badan Penerbit PT. Intermedia Personalia Utama.
Hasan, Golan et al., 2023. “Analisis Manajemen Operasional, Customer Relationship Management, Dan Digital Marketing Pada PT. Indofood Sukses Makmur, Tbk.” Jurnal Minfo Polgan 12(2): 724–37.
Hidayat, Rizki Sappitu, and Sutopo Sutopo. 2016. “Analisis Pengaruh Persepsi Harga Dan Promosi Terhadap Keputusan Pembelian Konsumen (Studi Kasus Pada Warung Spesial Bebek Goreng Andalan).” Diponegoro Journal of Management 5(3): 1168–77.
Indrasari, Meithiana. 2019. Pemasaran Dan Kepuasan Pelanggan. Surabaya: Unitomo Press.
Instianti Elyanaa, Rini Martiwib , Fera Nelfiantib, Eulin Karlinab, & Nyoman Suardhita. 2023. “The Influence of Price Perceptions, Product Quality and Service Quality on Customer Satisfaction.” Quantitative Economics and Management Studies (QEMS) 4(6).
Jalil, Mohamad Isa Abd, Suddin Lada, Mohd Ashari Bakri, and Zakiah Hassan. 2021. “Halal Cosmetics Repurchase Intention: The Role of Marketing in Social Media.” Journal of Islamic Monetary Economics and Finance 7(4): 629–50.
Komara, Dejar Julian, Shifa Indriani, and Ricky Firmansyah. 2023. “Analisis Perkembangan Ekspor Mie Instan Pada Produk Indomie Dari PT. Indofood Di Pasar Global.” Jurnal Study and Management Research 20(1): 13–21.
Kotler, Kevin Lane Keller. 2009. Manajemen Pemasaran. Jakarta: Penerbit Erlangga.
Kotler, Philip, and Gary Amstrong. 2018. Principles of Marketing. 15th ed. Pearson: Global Edition.
Kotler, Philip, and Gary Armstrong. 2016. “Principles of Marketing Sixteenth Edition.”
Kotler, Philip, and Kevin Lane Keller. 2016. “Marketing Management, 15thn Edition New Jersey: Pearson Prentice Hall.”
Lestari, Rahayu, Tiara Pradani, and Kumba Digdowiseiso. 2022. “The Effects of Price Perceptions, Food Quality, and Menu Variations on Ordering Decisions and Their Impact on Customer Loyalty in Online Culinary Products.” Budapest International Research and Critics Institute-Journal (BIRCI-Journal) 5(1): 1518–27.
Maftuchach, Viniyati, and Aliefia Liza Kusnuranti. 2021. “The Effect Of Brand Image On Customer Satisfaction Through Quality Of Courier Services During The Covid-19 Pandemic In Indonesia (SAP Express Depok Case Study).” International Journal of Socialandmanagementstudies (Ijosmas) 2(6): 29–39.
Mahendrayanti, Made, and Made Wardana. 2021. “The Effect of Price Perception, Product Quality, and Service Quality on Repurchase Intention.” American Journal of Humanities and Social Sciences Research (5): 182–88.
Miguna Astuti, Agni Rizkita Amanda. 2020. Pengantar Manajemen Pemasaran. Yogyakarta: Deepublish.
Mujid, Abdul, and Andrian Andrian. 2021. “Strategi Citra Merek, Kualitas Pelayanan, Dan Harga Terhadap Minat Melanjutkan Sekolah.” Jurnal Ilmiah Manajemen Ubhara 3(2): 66–76.
Natalia, Ni Komang Triska, and Gede Suparna. 2023. “Role of Customer Satisfaction in Mediating the Effect of Product Quality and Service Quality on Customers’ Repurchase Intention of a Coffee Shop in Bali, Indonesia.” European Journal of Business and Management Research 8(5): 123–36.
Ningrum, Dinda Tika Cahya, and Muzakar Isa. 2023. “Pengaruh Persepsi Harga, Social Media Marketing, Dan Citra Merk Terhadap Keputusan Pembelian Melalui Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Kasus Pada Selat Vien’s Solo).” SEIKO: Journal of Management \& Business 6(2): 193–212.
Prasetyo, Danang, and Viona Amelia. 2022. “Pengelolaan Desa Wisata Berbasis Masyarakat Sebagai Penguatan Ketahanan Pangan.” Jurnal Sosial Ekonomi dan Humaniora 8(4): 550–56.
Prayoni, Ida Ayu, and Ni Nyoman Rsi Respati. 2020. “Peran Kepuasan Konsumen Memediasi Hubungan Kualitas Produk Dan Persepsi Harga Dengan Keputusan Pembelian Ulang.” E-Jurnal Manajemen Universitas Udayana 9(4): 1379.
Preacher, Kristopher J, and Andrew F Hayes. 2004. “SPSS and SAS Procedures for Estimating Indirect Effects in Simple Mediation Models.” Behavior research methods, instruments, \& computers 36: 717– 31.
Rachmawati, Hasna Labiba Azmi, and Handy Nur Cahya. 2023. “Hubungan Promosi, Brand Ambassador Dan Harga Terhadap Minat Beli Ulang Produk Mi Instan Merek Mie Sedaap (Studi Kasus Konsumen Mie Sedaap Di Kota Semarang).” Jurnal Ekonomi dan Bisnis 2(3): 173–84.
Rifkhan, P A. 2023. Pedoman Metodologi Penelitian Data Panel Dan Kuesioner. Indramayu: Penerbit Adab.
Rival Victoria Putra, Machasin, and Syakdanur Nas. 2021. “Pengaruh Sales Promotion, Personal Selling Dan Advertising Terhadap Keputusan Pembelian Produk Buku Terbitan CV. As Salam Di Kota Pekanbaru.” Jurnal Ekonomi Kiat 32(1).
Rondonuwu, Priscilia D. 2013. “Kualitas Produk, Harga Dan Kualitas Layanan Pengaruhnya Terhadap Kepuasan Konsumen Pengguna Mobil Nissan March Pada PT. Wahana Wirawan Manado.” Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi 1(4).
Safitri, Arini Nur. 2020. “Pengaruh Brand Image, Persepsi Harga Dan Kualitas Layanan Terhadap Minat Beli Ulang Pada Lazada.” Entrepreneurship Bisnis Manajemen Akuntansi (E- BISMA) 1(1): 1–9.
Satriyo, Bagus, Yeni Indriana, and Musalim Ridlo. 2021. “Pengaruh Social Media Marketing, E-Service Quality, Dan Review Content Terhadap Minat Beli Pada UMKM Produk Organik.” Jurnal Ilmu Manajemen 9(4): 1563–71.
Sayidah, Aulia Nur, Hartono, and M. Syamsul Hidayat. 2022. “Pengaruh Brand Image, Product Variety, Perceived Service Quality, Vanity Seeking, Dan Customer Value Terhadap Keputusan Pembelian Ulang Konsumen Pada Produk Skincare (Studi Pada JM Beauty Mojokerto).” Jurnal Cakrawala IlmiahT 1(Brand Image, Product Variety, Perceived Service Quality, Vanity Seeking, Customer Value, Pembelian Ulang): 3094–3106.
Siregar, Zulkifli Musannip Efendi. et al., 2021. 1 Deepublish Publisher Structural Equation Modeling Konsep Dan Implementasi Pada Kajian Ilmu Manajemen Dengan Menggunakan AMOS. Yogyakarta: Deepublish.
Sugiyono. 2014. Metode Penelitian Pendidikan Pendekatan Kuantitatif. Bandung: Alfabeta.
———. 2018. Metode Penelitian Kuantitatif, Kualitatig, Dan R&D. Bandung: Alfabeta.
———. 2019. Metode Penelitian Kuantitatif, Kualitatif, Dan R&D. Bandung: Alphabet.
Suryani, Siti, and Sylvia Sari Rosalina. 2019. “Pengaruh Brand Image, Brand Trust, Dan Kualitas Layanan Terhadap Keputusan Pembelian Ulang Dengan Kepuasan Konsumen Sebagai Variabel Moderating Pada Startup Business Unicorn Indonesia.” Journal of Business Studies 4(1): 41–53.
Tjiptono. 2019. Strategi Pemasaran Prinsip & Penerapan. Edisi 1. Yogayakarta: Andy.
Waluyo, Minto. 2016. Mudah Cepat Tepat Penggunaan Tools Amos. Jawa Timur: UPN Jatim Repository.
Wicaksono, D. S., Putri, P. I. A., Hastri, A. N., Noviantikasari, D., Muflihati, I., Suhendriani, S., ... & Umiyati, R. 2022. “Perbandingan Sifat Mie Instan, Mie Kering, Dan Mie Basah Yang Disubstitusi Dengan Tepung Tulang Ayam.” Journal of Food and Culinary 5(2): 76–89. www.indomie.co.id. 2024. “Https://Www.Indomie.Co.Id/About/History.”
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2024-06-29
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