Peran Kualitas Produk, Persepsi Harga, dan Kesadaran Merek terhadap Minat Beli Ulang Pelanggan Makanan Anjing
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Abstract
Penelitian ini mengisi senjang penelitian sebelumnya dengan mengeksplorasi minat konsumen untuk membeli ulang makanan anjing merek Pawmeals di DKI Jakarta. Variabel yang diteliti mencakup kualitas produk, persepsi harga, kesadaran merek, kepuasan pelanggan, dan minat beli ulang kembali. Dengan sampel 163 pelanggan Pawmeals, metode convenience sampling digunakan dengan menyebarkan kuesioner daring dan menganalisis data menggunakan PLS-SEM. Hasil menunjukkan bahwa kualitas produk dan kesadaran merek memengaruhi kepuasan pelanggan, sementara persepsi harga dan kesadaran merek memengaruhi minat beli ulang. Kualitas produk juga memiliki pengaruh tidak langsung terhadap minat beli ulang melalui kepuasan pelanggan sebagai mediator.
This research bridges the gap in previous studies by exploring consumer repurchase intentions of Pawmeals dog food brand in DKI Jakarta. The variables under investigation include product quality, price perception, brand awareness, customer satisfaction, and repurchase intention. Using a sample of 163 Pawmeals customers, convenience sampling was employed, and online questionnaires were distributed, with data analyzed using PLS-SEM. The findings indicate that product quality and brand awareness influence customer satisfaction, while price perception and brand awareness affect repurchase intention. Product quality also indirectly affects repurchase intention through customer satisfaction as a mediator.
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