Pengaruh Citra Merek, Kualitas Produk terhadap Kepuasan Konsumen Serta Dampaknya Terhadap Niat Beli Ulang
Abstract
Penelitian ini dilakukan guna menganalisis pengaruh dari citra merek, kualitas produk terhadap kepuasan konsumen dan dampaknya terhadap niat beli ulang konsumen. Jenis data yang digunakan adalah data primer yang diperoleh secara langsung dari narasumber dengan menggunakan kuesioner. Populasi dalam penelitian ini adalah pengguna oriflame mahasiswa universitas stikubank Semarang Fakultas Ekonomi dan Bisnis, dengan penentuan sampel menggunakan rumus lameshow diperoleh jumlah sampel sebanyak 100 responden. Data diolah untuk pengujian hipotesis dengan menggunakan regresi linier berganda. Hasil pengujian diperoleh bahwa variabel citra merek berpengaruh positif dan signifikan terhadap kepuasan konsumen, kualitas produk berpengaruh positif dan signifikan terhadap kepuasan konsumen, citra merek, kualitas produk, dan kepuasan konsumen berpengaruh positif dan signifikan terhadap niat beli ulang.
Kata kunci : Citra merek, Kualitas produk, Kepuasan konsumen, Niat beli ulang
Abstract
This study was conducted to analyze the effect of brand image, product quality on consumer satisfaction and its impact on consumers' repurchase intentions. The type of data used is primary data obtained directly from the informant by using a questionnaire. The population in this study were oriflame users, students of the stikubank university, Semarang, Faculty of Economics and Business, by determining the sample using the lameshow formula, the number of samples was 100 respondents. The data is processed for hypothesis testing using multiple linear regression. The test results show that the brand image variable has a positive and significant effect on consumer satisfaction, product quality has a positive and significant effect on consumer satisfaction, brand image, product quality, and consumer satisfaction have a positive and significant effect on repurchase intention.
Keywords : Brand image, Quality of product, Consumer satisfaction, and Repurchase intention
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DOI: https://doi.org/10.37531/sejaman.v4i3.2337
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