| dc.contributor.author | AGUSSALIM, MELLISYA SANDRA | |
| dc.date.accessioned | 2022-01-07T07:40:25Z | |
| dc.date.available | 2022-01-07T07:40:25Z | |
| dc.date.issued | 2020 | |
| dc.identifier.uri | http://dspace.uc.ac.id/handle/123456789/4047 | |
| dc.description | Culinary industry that is very popular with the world community, especially
Indonesia makes the culinary industry continues to grow, especially in the City of
Samarinda. This makes entrepreneur have to be able to compete to meet their
consumers desires. The purpose of this study is to investigate the influence of
product quality and electronic word of mouth (E-WoM) on repurchase intention of
SA Eatery Samarinda consumers that mediated by brand image. Population
employed in this research is all SA Eatery consumers. Meanwhile, sample of this
research is about 108 consumers who had been made transactions at SA Eatery for
the last six months. Moreover, the technique of data collection in this study is
conducted by distributting questionnaires through google form and PLS-SEM
(Partial Least Square-Structural Equation Model) performed. The Hypothetical
test results showed that product quality positively affects brand image; electronic
word of mouth (E-WoM) has no effect on brand image; product quality and
electronic word of mouth (E-WoM) have no effect on repurchase intention; brand
image positively affects repurchase intention. In addition, it was found that brand
image mediates the relationship between product quality and re-purchase interest,
and brand image does not mediate the relationship between electronic word of
mouth (E-WoM) and re-purchase interest. | en_US |
| dc.description.abstract | Industri kuliner yang sangat digemari oleh masyarakat dunia, terutama Indonesia
membuat industri kuliner terus berkembang, terutama di Kota Samarinda. Hal ini
membuat para pelaku bisnis harus untuk mampu bersaing memenuhi keinginan para
konsumennya. Tujuan dari penelitian ini yaitu untuk mengetahui pengaruh kualitas
produk dan electronic word of mouth (E-WoM) terhadap minat beli ulang
konsumen SA Eatery Samarinda yang dimediasi oleh citra merek. Populasi yang
diterapkan dalam penelitian ini seluruh konsumen SA Eatery, sedangkan sampel
yang diteliti adalah 108 konsumen yang melakukan transaksi di SA Eatery dalam
enam bulan terakhir. Teknik pengumpulan data dilakukan dengan menyebar
kuesioner melalui google form. Penelitian ini merupakan penelitian kuantitatif
menggunakan metode PLS-SEM (Partial Least Square-Structural Equation
Model). Hasil pengujian hipotesis menunjukkan bahwa kualitas produk
berpengaruh positif terhadap citra merek; electronic word of mouth (E-WoM) tidak
berpengaruh terhadap citra merek; kualitas produk dan electronic word of mouth
(E-WoM) tidak berpengaruh terhadap minat beli ulang; citra merek berpengaruh
positif terhadap minat beli ulang. Selain itu, ditemukan bahwa citra merek
memediasi hubungan antara kualitas produk dan minat beli ulang, serta citra merek
tidak memediasi hubungan antara electronic word of mouth (E-WoM) dan minat
beli ulang. | en_US |
| dc.language.iso | id | en_US |
| dc.publisher | Universitas Ciputra Surabaya | en_US |
| dc.subject | Citra Merek | en_US |
| dc.subject | Electronic Word Of Mouth | en_US |
| dc.subject | Kualitas Produk | en_US |
| dc.subject | Minat Beli Ulang | en_US |
| dc.title | PENGARUH KUALITAS PRODUK DAN ELECTRONIC WORD OF MOUTH (E-WOM) TERHADAP MINAT BELI ULANG KONSUMEN SA EATERY SAMARINDA DENGAN CITRA MEREK SEBAGAI VARIABEL INTERVENING | en_US |
| dc.type | Thesis | en_US |
| dc.identifier.nidn | 0703107702 | |
| dc.identifier.kodeprodi | 93202 | |
| dc.identifier.nim | 40217011 | |
| dc.identifier.dosenpembimbing | ADRIE OKTAVIO | |
