Investigasi Efek Perceived Quality, Perceived Equity, dan Perceived Value: terhadap Repurchase Intention Pelanggan Kedai Minuman Boba
Keywords:
persepsi kualitas, nilai keuntungan, kepuasan pelanggan, ekuitas yang diterima, kedai minuman bobaAbstract
Penelitian ini bertujuan untuk menguji faktor-faktor yang meningkatkan minat pembelian ulang pada pelanggan kedai minuman boba. Dalam hal ini, ada empat variabel yang digunakan untuk mengukur, yaitu kualitas yang dirasakan, nilai yang dirasakan, ekuitas yang dirasakan dan kepuasan pelanggan. Pengumpulan data dilakukan di Jakarta selama periode PSBB (Pembatasan Sosial Berskala Besar) pada bulan April - Mei 2020. Data dikumpulkan dengan menggunakan kuesioner dan responden dipilih dengan menggunakan teknik convenience sampling. Total responden dalam penelitian ini adalah 252 orang yang terdiri dari 42 orang pria dan 210 orang wanita yang pernah mengunjungi kedai minuman boba. Data diolah dengan menggunakan analisis faktor eksploratori dan model persamaan struktural. Hasil penelitian menunjukkan bahwa variabel kepuasan konsumen berpengaruh terhadap ekuitas dirasakan positif dan signifikan.Variabel persepsi kualitas, nilai persepsi dan kepuasan pelanggan dipengaruhi terhadap repurchase intention secara positif dan signifikan. Jadi, dapat disimpulkan bahwa variabel mempersepsikan kualitas, nilai yang dipersepsikan dan kepuasan pelanggan mempengaruhi terhadap pembelian kembali.
Kata kunci: persepsi kualitas, nilai keuntungan, kepuasan pelanggan, ekuitas yang diterima, kedai minuman boba
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