Menguji Faktor-faktor Yang Berpengaruh terhadap Repurchase Intention pada Produk Mie Instan Indomie di Indonesia Jurnal EKA CIDA Vol. 1 No. 1 Maret 2016 96 ISSN: 2503-3565 e-ISSN: 2503-3689 MENGUJI FAKTOR-FAKTOR YANG BERPENGARUH TERHADAP REPURCHASE INTENTION PADA PRODUK MIE INSTAN INDOMIE DI YOGYAKARTA Septi Kurnia Prastiwi Fakultas Ekonomi dan Bisnis Islam IAIN Surakarta Jl. Pandawa, Pucangan, Kartasura, Surakarta [email protected]Abstract This study aims to examine the factors that may affect repurchase intention allegedly: 1) quality, 2) satisfaction, 3) brand loyalty, 4) brand awareness, 5) brand equity and 6) brand association. Six independent variables suspected to affect the repurchase intention. The design of this study was descriptive and survey method with a population of Indomie instant noodles customers in Yogyakarta. With a sample size of 150 respondents, the sampling methods, purposive sample, a questionnaire with 26 indicators questions. Test results validity, reliability and classic assumption test support for continuing research. Multiple linear regression analysis using SPSS 16, to get the result that the variable quality, brand loyalty and brand association that can affect positively and significantly related to the dependent variable, repurchase intention, while the other variables satisfaction, brand awareness and brand equity does not significantly affect repurchase intention. Keywords: brand association, brand awareness, brand equity, loyalty, quality, repurchase intention Abstrak Penelitian ini bertujuan untuk menujii faktor-faktor yang diduga dapat mempengaruhi repurchase intention: 1) quality, 2) satisfaction, 3) brand loyalty, 4) brand awareness, 5) brand equity dan 6) brand association. Enam variabel independen tersebut diduga dapat berpengaruh terhadap repurchase intention. Penelitian ini menggunakan desain descriptive dan metode survey dengan populasi pelanggan mie instan Indomie di Yogyakarta. Dengan sampel sebanyak 150 responden, dengan metode pengambilan sampel, purposive sample, kuisioner dengan 26 indikator pertanyaan. Hasil uji validitas, reliabilitas dan uji asumsi klasik mendukung untuk melanjutkan penelitian. Analisis regresi linier berganda dengan program SPSS 16, mendapatkan hasil bahwa variabel quality, brand loyalty dan brand association saja yang dapat berpengaruh secara positif dan signifikan terhadap variabel dependen repurchase intention, sementara variabel yang lain satisfaction, brand awareness dan brand equity tidak berpengaruh secara signifikan terhadap repurchase intention. Kata kunci: brand association, brand awareness, , brand equity, loyalty, quality, repurchase intention
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Menguji Faktor-faktor Yang Berpengaruh terhadap Repurchase Intention pada Produk Mie Instan Indomie di Indonesia
This study aims to examine the factors that may affect repurchase intention allegedly: 1) quality, 2) satisfaction, 3) brand loyalty, 4) brand awareness, 5) brand equity and 6) brand association. Six independent variables suspected to affect the repurchase intention. The design of this study was descriptive and survey method with a population of Indomie instant noodles customers in Yogyakarta. With a sample size of 150 respondents, the sampling methods, purposive sample, a questionnaire with 26 indicators questions. Test results validity, reliability and classic assumption test support for continuing research. Multiple linear regression analysis using SPSS 16, to get the result that the variable quality, brand loyalty and brand association that can affect positively and significantly related to the dependent variable, repurchase intention, while the other variables satisfaction, brand awareness and brand equity does not significantly affect repurchase intention. Keywords: brand association, brand awareness, brand equity, loyalty, quality, repurchase intention
Abstrak
Penelitian ini bertujuan untuk menujii faktor-faktor yang diduga dapat mempengaruhi repurchase intention: 1) quality, 2) satisfaction, 3) brand loyalty, 4) brand awareness, 5) brand equity dan 6) brand association. Enam variabel independen tersebut diduga dapat berpengaruh terhadap repurchase intention. Penelitian ini menggunakan desain descriptive dan metode survey dengan populasi pelanggan mie instan Indomie di Yogyakarta. Dengan sampel sebanyak 150 responden, dengan metode pengambilan sampel, purposive sample, kuisioner dengan 26 indikator pertanyaan. Hasil uji validitas, reliabilitas dan uji asumsi klasik mendukung untuk melanjutkan penelitian. Analisis regresi linier berganda dengan program SPSS 16, mendapatkan hasil bahwa variabel quality, brand loyalty dan brand association saja yang dapat berpengaruh secara positif dan signifikan terhadap variabel dependen repurchase intention, sementara variabel yang lain satisfaction, brand awareness dan brand equity tidak berpengaruh secara signifikan terhadap repurchase intention.
berbeda. Perlu dilakukan analisis faktor-faktor yang dapat mempengaruhi
repurchase intention selain variabel di penelitian ini.
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