Rahasia kesetiaan konsumen: Hubungan kepuasan, kepercayaan, nilai, kualitas, dan harga pada pembelian ulang teh organik
DOI:
https://doi.org/10.33603/jibm.v7i2.8099Keywords:
Brand Trust, Perceived Price Fairness, Perceived Quality, Perceived Value, Product Satisfaction, Repurchse IntentionAbstract
Abstract: This study aims to analyze the effect of product satisfaction, customer trust in the product, value, tea quality, and price fairness on repurchase intention in the organic tea industry in Indonesia. The sample in this study were organic tea consumers with predetermined standard criteria. These criteria were determined using a purposive sampling method. The number of samples is 225 respondents. The data analysis technique used is structural equation modeling (SEM). The results of this study indicate that product satisfaction, brand trust, perceived value, perceived quality, perceived price fairness have a positive effect on repurchase intention.
Keywords: Brand Trust; Perceived Price Fairness; Perceived Quality; Perceived Value; Product Satisfaction; Repurchse Intention
Abstrak: Penelitian ini bertujuan untuk menganalisa pengaruh kepuasan produk, kepercayaan pelanggan terhadap produk, nilai, kualitas, dan kewajaran harga terhadap niat beli kembali yang terdapat pada industri teh organik di Indonesia. Dalam penelitian ini metode penelitian yang digunakan adalah penelitian kuantitatif. Sampel dalam penelitian ini adalah konsumen teh organic dengan standar kriteria yang sudah ditentukan. Kriteria tersebut ditentukan dengan menggunakan metode purposive sampling. Jumlah sampel sebanyak 225 responden. Teknik analisis data yang digunakan adalah structural equation modeling (SEM). Hasil dari penelitian ini menunjukkan bahwa kepuasan produk, kepercayaan produk, nilai produk, kualitas produk dan kewajaran harga berpengaruh positif terhadap niat beli kembali.
Katakunci: Kepercayaan Produk; Kepuasan Produk; Kewajaran Harga; Kualitas Produk; Niat Beli Kembali Nilai Produk
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