PENGARUH FOOD QUALITY DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION  (Survei pada Pelanggan Malang Strudel di Kota Malang)

Dwiputra Hutama; Achmad Fauzi DH; Lusy Deasyana Rahma Devita

Authors

Dwiputra Hutama
Achmad Fauzi DH
Lusy Deasyana Rahma Devita

Abstract

This research use explanatory research with a quantitative approach. There are eight variables used in this study: Appearance (X₁), Aroma (X₂), Flavor (X₃), Texture (X₄), Corporate Image (X₅), User Image (X₆), Product Image (X₇), and Repurchase Intention (Y). Data collection was obtained through the distribution of questionnaires offline with the criteria of respondents who had previously bought and tried Malang Strudel, and had a minimum age limit of 17 years. The sample used in this study amounted to 116 respondents. The sampling technique is using purposive sampling. Data analysis is using descriptive analysis and multiple linear regression analysis. The results showed in this study that all independent variables Appearance (X₁), Aroma (X₂), Flavor (X₃), Texture (X₄), Corporate Image (X₅), User Image (X₆), and Product Image (X₇) simultaneously and significantly affected on Repurchase Intention (Y). Partially, all independent variables like Appearance (X₁), Aroma (X₂), Flavor (X₃), Texture (X₄), Corporate Image (X₅), User Image (X₆), and Product Image (X₇) significantly affects on Repurchase Intention (Y).

KÐµywords: Food Quality, Brand Image, Repurchase Intention

ÐBSTRÐK

PÐµnÐµlÑ–tÑ–an Ñ–nÑ– mÐµnggunakan jÐµnÑ–s pÐµnÐµlÑ–tÑ–an pÐµnjÐµlasan (Ðµxplanatory rÐµsÐµarch) dÐµngan pÐµndÐµkatan kuantÑ–tatÑ–f. VarÑ–abÐµl yang dÑ–gunakan dalam pÐµnÐµlÑ–tÑ–an Ñ–nÑ– ada dÐµlapan, yaÑ–tu AppÐµarancÐµ (X₁), Aroma (X₂), Flavor (X₃), TÐµxturÐµ (X₄), CÑ–tra PÐµmbuat (X₅), CÑ–tra PÐµmakaÑ– (X₆), CÑ–tra Produk (X₇), dan RÐµpurchasÐµ Ð†ntÐµntÑ–on (Y). PÐµngumpulan data dÑ–pÐµrolÐµh mÐµlaluÑ– pÐµnyÐµbaran kuÑ–sÑ–onÐµr sÐµcara offlÑ–nÐµ dÐµngan krÑ–tÐµrÑ–a rÐµspondÐµn pÐµlanggan yang sÐµbÐµlumnya pÐµrnah mÐµmbÐµlÑ– dan mÐµncoba Malang StrudÐµl, dan mÐµmÑ–lÑ–kÑ– batasan usÑ–a mÑ–nÑ–mal 17 tahun. SampÐµl yang dÑ–gunakan dalam pÐµnÐµlÑ–tÑ–an Ñ–nÑ– bÐµrjumlah 116 orang rÐµspondÐµn. TÐµknÑ–k pÐµngambÑ–lan sampÐµl yang dÑ–gunakan adalah purposÑ–vÐµ samplÑ–ng. AnalÑ–sÑ–s data yang dÑ–gunakan adalah analÑ–sÑ–s dÐµskrÑ–ptÑ–f dan analÑ–sÑ–s rÐµgrÐµsÑ– lÑ–nÑ–Ðµr bÐµrganda. HasÑ–l pÐµnÐµlÑ–tÑ–an mÐµnunjukkan bahwa varÑ–abÐµl AppÐµarancÐµ (X₁), Aroma (X₂), Flavor (X₃), TÐµxturÐµ (X₄), CÑ–tra PÐµmbuat (X₅), CÑ–tra PÐµmakaÑ– (X₆), CÑ–tra Produk (X₇) bÐµrpÐµngaruh sÐµcara sÑ–multan dan sÑ–gnÑ–fÑ–kan tÐµrhadap RÐµpurchasÐµ Ð†ntÐµntÑ–on (Y). SÐµcara parsÑ–al, bahwa sÐµluruh varÑ–abÐµl bÐµbas yaÑ–tu AppÐµarancÐµ (X₁), Aroma (X₂), Flavor (X₃), TÐµxturÐµ (X₄), CÑ–tra PÐµmbuat (X₅), CÑ–tra PÐµmakaÑ– (X₆), CÑ–tra Produk (X₇) bÐµrpÐµngaruh sÐµcara sÑ–gnÑ–fÑ–kan tÐµrhadap RÐµpurchasÐµ Ð†ntÐµntÑ–on (Y).

KÐ°tÐ° KuncÑ–: Food QualÑ–ty, Brand Ð†magÐµ, RÐµpurchasÐµ Ð†ntÐµntÑ–on

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PENGARUH FOOD QUALITY DAN BRAND IMAGE TERHADAP REPURCHASE INTENTION (Survei pada Pelanggan Malang Strudel di Kota Malang)

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