Pengaruh Citra Merek, Kualitas Makanan, Dan Kualitas Layanan Terhadap Niat Pembelian Kembali Pada Pelanggan Kfc Cabang Kakialy Di Ambon
Article Sidebar
Main Article Content
Abstract
The purpose of this study is to examine whether brand image, food quality, and service quality have a significance effect towards customer repurchase intention on KFC Kakialy in Ambon. The sample was selected using purposive sampling method with total sample amount 100 valid respondent who had bought twice in that outlet. The data were collected and processed with SmartPLS v.3.2.8 program. The validity test was assessed using AVE and loading factor and reliability test was assessed using cross-loading. The formative construct was assessed by using sign of weight and multicollinearity test. The results of this study indicate that brand image does not have a positive and significant effect on repurchase intention. Food quality and service quality have a positive and significant effect on repurchase intention.
Penelitian ini bertujuan untuk menguji apakah citra merek, kualitas makanan, dan kualitas layanan pengaruh signifikan terhadap niat pembelian kembali KFC Cabang Kakialy di Ambon. Pemilihan sampel dilakukan dengan menggunakan metode purposive sampling dengan total sebanyak 100 responden yang valid dan pernah melakukan pembelian minimal dua kali di gerai tersebut. Data yang terkumpul kemudian diolah menggunakan program SmartPLS v.3.2.8. Pengujian validitas menggunakan uji AVE dan loading factor dan pengujian realibilitas menggunakan cross-loading. Pengujian indikator formatif menggunakan uji sign of weight dan uji multikolinearitas. Hasil penelitian ini menunjukkan bahwa citra merek tidak memiliki pengaruh yang positif dan signifikan terhadap niat pembelian kembali. Pada kualitas makanan dan kualitas layanan memiliki pengaruh yang positif dan signifikan terhadap niat pembelian kembali.
Article Details
This work is licensed under a Jurnal Muara Ilmu Ekonomi dan Bisnis Creative Commons Attribution-ShareAlike 4.0 International License.,/p>
References
Awi, Y. L., & Chaipoopirutana, S. (2014). A Study of Factors Affecting Consumer’s Repurchase Intention Toward XYZ Restaurant, Myanmar. https://doi.org/10.15242/icehm.ed0814093
Berry, L. L., Parasuraman, A., & Zeithaml, V. A. (1988). SERVQUAL: A multiple-item scale for measuring consumer perceptions of service quality. Journal of Retailing, 64(1), 12–40.
Fandyanto, R., & Kurniawan, R. (2019). Pengaruh Kepercayaan Merek Dan Citra Merek Terhadap Minat Beli Ulang “Kopi Toraja” Di Coffee Josh Situbondo. Jurnal Ilmiah Ilmu Ekonomi Dan Bisnis, 7(1), 21–42.
Fungai, M. (2016). FACTORS INFLUENCING CUSTOMER REPURCHASE INTENTION IN THE FAST. Business & Social Sciences Journal (BSSJ), 2(1), 113–133.
Hadiyono, N., & Palumian, Y. (2019). Pengaruh Fasilitas dan Citra Merek Terhadap Niat Pembelian Ulang Produk Starbucks di Surabaya. Jurnal AGORA, 7(2), 1–11.
Hedman, I., & Orrensalo, T. P. (Le). (2018). Brand Image as a Facilitator of Relationship Initiation. Developing Insights on Branding in the B2B Context, 97–112. https://doi.org/10.1108/978-1-78756-275-220181006
Hellier, P. K., Geursen, G. M., Carr, R. A., & Rickard, J. A. (2003). Customer repurchase intention. European Journal of Marketing, 37(11/12), 1762–1800. https://doi.org/10.1108/03090560310495456
Ibzan, E., Balarabe, F., & Jakada, B. (2016). Consumer Satisfaction and Repurchase Intentions. Developing Country Studies, 6(2), 96–100.
Keni, W. (2020). Prediksi Brand Experience Dan Perceived Quality Terhadap Brand Loyalty: Brand Trust Sebagai Variabel Mediasi, 2(2), 501–509.
Kevin, L., & Tjokrosaputro, M. (2021). Pengaruh Perceived Price Dan Country of Origin Terhadap Repurchase Intention Merek Minuman Xing Fu Tang Di Jakarta: Word of Mouth Sebagai Variabel Mediasi. Jurnal Manajerial Dan Kewirausahaan, 3(1), 52–60.
Lin, Y., Luo, J., Cai, S., Ma, S., & Rong, K. (2016). Exploring the service quality in the ecommerce context: A triadic view. Industrial Management and Data Systems, 116(3), 388–415. https://doi.org/10.1108/IMDS-04-2015-0116
Muliawan, S., & M, D. S. S. M. (2018). Pengaruh Food Quality dan Ketersediaan Produk Terhadap Repurchase Intention Produk Sari Roti di Surabaya. Jurnal Strategi Pemasaran, 5(2), 1–6. http://publication.petra.ac.id/index.php/manajemenpemasaran/article/view/7047
Namkung, Y., & Jang, S. C. (2007). Does Food Quality Really Matter in Restaurants? Its Impact On Customer Satisfaction and Behavioral Intentions. Journal of Hospitality and Tourism Research, 31(3), 387–409. https://doi.org/10.1177/1096348007299924
Peri, C. (2006). The universe of food quality. Food Quality and Preference, 17(1–2), 3–8. https://doi.org/10.1016/j.foodqual.2005.03.002
Pradini, A. L. W. (2012). Analisis Pengaruh Kualitas layanan dan Brand image terhadap Minat beli ulang pada restoran Kentucky Fried Chicken (KFC). Fakultas Ekonomika dan Bisnis, Universitas Kristen Satya Wacana, 1–23.
Weliani, S. (2017). Analisa Pengaruh Food Quality, Service Person Customer Orientation, Dan Physical Environment, Terhadap Repurchase Intention, Melalui Customer Satisfaction. ULTIMA Management, 7(1), 39–61. https://doi.org/10.31937/manajemen.v7i1.923