Citra Merek dan Kualitas Produk terhadap Minat Beli Ulang pada Teh Pucuk Harum di Kota Bandung
Abstract
The purpose of this study is to examine the effect of brand image and product quality on repurchase intention of Pucuk Harum tea in the city of Bandung. This research instrument has gone through the stages of validity and reliability testing, classical assumption testing, and multiple regression testing. This study will involve samples and consumer populations with an age range of 17 to 56 years. The focus of the research area is the city of Bandung, where Pucuk Harum tea products are products that are already well-known in the city of Bandung and are the objects of this study. The number of samples in this study was set at a minimum of 120 people. This type of research uses a quantitative approach. The analysis tool used to test the data instrument uses SPSS software version 25. The results of the study indicate that brand image and product quality have a positive and significant effect on repurchase intention simultaneously, this study is expected to be useful for managers of objects that are assessed regarding the design of relevant strategies or programs.
Keywords: Brand Image, Product Quality, Repurchase Intention
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Apritama, Nadya Ayu, & Ihwan Susila. (2023). Analisis Pengaruh Brand Image, Customer Service, Dan E-Wom Terhadap Repurchase Intention Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi. Jurnal Media Wahana Ekonomika, 20(1), 135-150. Https://Doi.Org/10.31851/Jmwe.V20i1.11278
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Fitri, D. A., & Nurlizah, N. (2022). The influence of brand image and perceived value on repurchase intention with customer satisfaction as a mediating variable: A study on Teh Botol Sosro consumers in Palembang City. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 7(1), 1-16.
Fitria, U., & Fakaubun, K. (n.d.). Pengaruh Citra Merek Terhadap Minat Beli Ulang Sepatu Adidas Di Malang Melalui Kepuasan Pelanggan Sebagai Variabel Intervening (Studi Kasus Pada Toko Sport Station Dinoyo, Malang).
Iklan, P., Produk, K., Citra Merek Terhadap Loyalitas Melalui Kepuasan Pelanggan Sebagai Variabel Intervening Lailatul Qomariyah, D., Dwiridotjahjono, J., Pembangunan Nasional, U., & Timur, J. (2024). The Effect Of Advertising, Product Quality, And Brand Image On Loyalty Through Customer Satisfaction As Intervening Variables (Study On Consumers Of Pucuk Harum Tea In Surabaya)id 2 *Corresponding Author. In Management Studies and Entrepreneurship Journal (Vol. 5, Issue 1). http://journal.yrpipku.com/index.php/msej
Imam Ghozali. (2013). Aplikasi Analisis Multivariate Dengan Program SPSS. Badan Penerbit Universitas Diponegoro.
Kotler & Amstrong. (2014). Marketing Management (Edisi 12 Jilid 2). Indeks.
Kotler & Keller. (2016). Manajemen Pemasaran (Jillid 1 Edisi 13). Erlangga.
Kurniawan, A. W., & Ismiyanti, F. (2019). The effect of brand image and product quality on repurchase intention at Honest Tea in Jakarta. International Journal of Applied Business Research, 1(1), 1-10.
Lestari, R. P., & Dharmmesta, B. S. (2021). The effect of product quality and brand image on repurchase intention: A case study of Teh Gelas consumers in Yogyakarta. Jurnal Sains Pemasaran Indonesia, 20(1), 50-63.
Martuah, A., Nasution, H., & Rizan, M. (n.d.). Journal The Influence Of Electronic Word Of Mouth (E-Wom) And Brand Image On Repurchase Intention Through Consumer Trust As An Intervening Variable In Current Tea Shop Products. In International Journal of Current Economics & Business Ventures (Vol. 1, Issue 3). https://scholarsnetwork.org/journal/index.php/ijeb
Mufashih, M., Maulana, A., & Shihab, S. (2022). Pengaruh Kualitas Produk, Electronic Word of Mouth dan Citra Merek Terhadap Repurchase Intention di Kedai Coffee-to-Go Dengan Kepuasan Konsumen Sebagai Variabel Intervening. 10(7). https://doi.org/10.36418/syntax
Nurfitriana, S., Francy Iriani, dan, Ekonomi dn Bisnis, F., Trilogi, U., & Kampus, J. (2018). Citra Merek, Kualitas Produk, Harga Dan Pengaruhnya Pada Minat Beli Ulang Produk Kecantikan Wardah. https://jurnal.wicida.ac.id/index.php/sebatik/article/view/308
Ramadhan, A. G., & Santosa, S. B. (2017). Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada Sepatu Nike Running di Semarang melalui Kepuasan Pelanggan sebagai Variabel Intervening. In Diponegoro Journal Of Management (Vol. 6, Issue 1). http://ejournal-s1.undip.ac.id/index.php/management
Ramadhaniah, I., Melani, S., & Bintarti, S. (n.d.). Pengaruh Lokasi Terhadap Revisit Dengan Mediasi Kepuasan Konsumen Dan Mediator Citra Rasa Dan Harga Pada Produk Teh Pucuk Harum. In Prosiding Semanis : Seminar Nasional Manajemen Bisnis (Vol. 1).
Setiawan, A. B., & Sayuti, A. J. (2017). The influence of product quality and brand image on purchase decision through customer satisfaction (Study on Teh Kotak consumers in Malang). Jurnal Aplikasi Manajemen, 15(3), 502-508.
Sugiyono. (2017). Metode Penelitian Kuantitatif, Kualitatif dan R&D. CV Alfabeta.
Sukmawati Jaya, F. (2024). Pengaruh Citra Merek, Harga Dan Kualitas Produk Terhadap Minat Beli Ulang Pada Merek Minuman Menantea The Effect of Brand Image, Price, and Product Quality on Repurchase Intention of Menantea. Sinomika Journal | VOLUME, 2(5). https://doi.org/10.54443/sinomika.v2i5.1820
Susanti, V., & Widyastuti, S. (2019). The influence of product quality and brand image on repurchase intention of Teh Botol Sosro (Study on consumers in Semarang). Jurnal Ekonomi Manajemen Akuntansi, 26(55), 1-14.
Tjiptono, F. (2016). Service Management: Mewujudkan Layanan Prima (Edisi 2). Yogyakarta: Andi Offset.
Uma Sekaran & Roger Bougie. (2017). Metode Penelitian untuk Bisnis: Pendekatan Pengembangan Keahlian. Salemba Empat.
Top Brand Award, (2022) Https://Www.Topbrand-Award.Com/Metodologi- Survei
Top Brand Award, (2023) Https://Www.Topbrand-Award.Com/Top-Brand-Index/
Zainur Rohman, I., Naufaldi, F., Studi Manajemen, P., & YKPN Yogyakarta, S. (2022). Pengaruh Kepuasan Konsumen, Kualitas Produk, Citra Merek, Dan Word Of Mouth Terhadap Minat Beli Ulang. In Jurnal Manajemen Dewantara (Vol. 6, Issue 1). http://jurnal.ustjogja.ac.id
Zuhdi, Raihan & Kesuma Meldi (2022). Pengaruh Harga, Citra Merek Dan Kualitas Produk Terhadap Minat Beli Ulang Yang Dimediasi Oleh Kepuasan Konsumen Pada Usaha Food And Beverage Dongdongg. Id Banda Aceh. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 7(3), 554-570. Http://Jim.Usk.Ac.Id/Ekm/Article/View/21475
Published
2024-08-27
Section
Articles
Copyright (c) 2024 Nazalina Fitri Nurtjahjadi, Edi Nurtjahjadi
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