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NIM (Student Number)C2C017056
Nama MahasiswaMIKA RIZKY UTAMI
Judul ArtikelANALISIS MINAT BELI ULANG PRODUK MINUMAN JENIPER DI KABUPATEN KUNINGAN
AbstrakPenelitian ini bertujuan untuk menganalisis minat beli ulang terhadap produk minuman Jeniper di Kabupaten Kuningan. Variabel yang digunakan, yaitu persepsi harga, reputasi merek, kualitas produk, customer relationship marketing, kepuasan konsumen, dan minat beli ulang. Jenis penelitian ini adalah penelitian survei. Jumlah responden yang digunakan sebanyak 145 responden. Teknik pengambilan sampel menggunakan purposive sampling. Metode pengambilan data menggunakan kuesioner. Hasil penelitian ini menunjukkan bahwa persepsi harga, reputasi merek, dan kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen, akan tetapi customer relationship marketing tidak berpengaruh terhadap kepuasan konsumen. Sementara itu, persepsi harga, reputasi merek, customer relationship marketing, dan kepuasan konsumen berpengaruh positif dan signifikan terhadap minat beli ulang, tetapi kualitas produk tidak berpengaruh terhadap minat beli ulang.
Abstrak (Inggris)The aims of this research is to analizy the purchase intention of buying Jeniper beverage products in Kuningan regency. The variables consists of the perception price, brand reputation, product quality, customer relationship marketing, consumer satisfaction, and repurchase intention. This research is a survey research whies involves 145 respondent. By using the purposive sampling as the sampling technique, the respondent have to be at least 17 years old and used to consume the beverage. This research result showed that the perception price, brand reputation, and product quality gave a significant positive effect to the customer satisfaction; meanwhile the customer relationship marketing had no effect on the customer satisfaction. In addition, perception price, brand reputation, customer relationship marketing, and customer satisfaction provided a significant positive effect to the repurchase intention.
Kata Kuncipersepsi harga, reputasi merek, kualitas produk, customer relationship marketing, kepuasan konsumen, minat beli ulang.
Nama Pembimbing 1Prof. Dra. Sri Murni Setyawati, M.M., Ph.D.
Nama Pembimbing 2Dr. Rio Dhani Laksana, M.Sc.
Tahun2017
Jumlah Halaman12
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