Analisa faktor-faktor yang memiliki dampak terhadap perilaku konsumen dalam pembelian ulang (repurchase intention) : studi kasus warkop ayam geprek 666 di sidoarjo

Matsari, Ita Nurtovia (2019) Analisa faktor-faktor yang memiliki dampak terhadap perilaku konsumen dalam pembelian ulang (repurchase intention) : studi kasus warkop ayam geprek 666 di sidoarjo. Masters thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Dalam persaingan bisnis saat ini perusahaan berlomba untuk memperebutkan perhatian konsumen. Persaingan yang semakin ketat ini, juga terjadi didalam usaha warung kopi (warkop). Di Sidoarjo banyak berdiri warkop dengan berbagai macam konsep / tema yang disajikan. Beraneka macam konsep ini disajikan dengan tujuan saling berusaha keras dalam mempertahankan, mempengaruhi dan merebut konsumennya supaya mengunjungi kembali warkopnya dimasa yang akan datang. Warkop ayam geprek 666 di Sidoarjo berdiri sejak Januari 2018, dilengkapi dengan fasilitas dan atmosfer yang lebih baik dari warkop yang pada umumnya namun jumlah omsetnya masih relatif sedikit dan belum memenuhi target. Penelitian ini bertujuan untuk mengetahui factor-faktor yang bisa mempengaruhi dan yang tidak mempengaruhi minat beli ulang konsumen. Variabel yang diteliti adalah suasana warkop, kualitas pelayanan, harga, kualitas produk, kepuasan pelanggan. Atas dasar ini diajukan model teoritis dengan 8 hipotesis untuk diuji dengan metode SEM. Sampel penelitian ini diambil secara acak terhadap 100 responden yang pernah mengunjungi warkop ayam geprek 666 Dari hasil penelitian yang dianalisis menggunakan software SPSS diketahui bahwa faktor kepuasan pelanggan dan word of mouth secara signifikan mempengaruhi repurchase intention. Selain itu ditemukan bahwa suasana warkop dan harga secara signifikan mempengaruhi kepuasan pelanggan, dan kepuasan pelanggan secara signifikan mempengaruhi word of mouth. ================================================================================================ In the current business competition, companies are competing for consumer attention. This increasingly fierce competition also occurs in the coffee shop business (warkop). In Sidoarjo there are many warkop with various concepts / themes presented. Various kinds of concepts are presented with the aim of trying each other hard in maintaining, influencing and grabbing their customers in order to revisit their warkop in the future. Warkop ayam geprek 666 in Sidoarjo was established in January 2018, equipped with facilities and atmosphere that are better than warkop which in general but the turnover is still relatively small and has not met the target. This study aims to determine the factors that can influence and that do not affect consumers' buying interest. The variable studied are the atmosphere of the parking lot, service quality, price, location, customer satisfaction. On this basis a theoretical model is proposed with 8 hypotheses to be tested by the SEM method. The sample of this study was taken randomly from 100 respondents who had visited Warkop Ayam Geprek 666 From the results of the research analyzed using SEM software, it is known that customer satisfaction factors significantly affect repurchase intention, and the word of mouth factor does not significantly affect repurchase intention. In addition, it was found that the atmosphere of the Warkop and Price significantly affected customer satisfaction, and customer satisfaction significantly affected wor d of mouth

Item Type: Thesis (Masters)
Additional Information: RTMT 658.834 3 Mat a-1 2019
Uncontrolled Keywords: warkop, suasana warkop, kualitas pelayanan, harga, kualitas produk, kepuasan pelanggan, word of mouth, repurchase intention, Structural Equation Modelling
Subjects: H Social Sciences > HC Economic History and Conditions > HC108 Market surveys.
H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing
H Social Sciences > HF Commerce > HF5415.335 Consumer satisfaction
Divisions: Faculty of Business and Management Technology > Management Technology > 61101-(S2) Master Thesis
Depositing User: Matsari Ita Nurtovia
Date Deposited: 30 Jul 2021 03:16
Last Modified: 30 Jul 2021 03:16
URI: https://repository.its.ac.id/id/eprint/61152

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