Pengaruh citra merek,lokasi,dan kualitas pelayanan terhadap minat beli ulang konsumen pada warkop bening signature di pumpungan surabaya

Ardiani, Lintang Ayu (2025) Pengaruh citra merek,lokasi,dan kualitas pelayanan terhadap minat beli ulang konsumen pada warkop bening signature di pumpungan surabaya. Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

Niat pembelian ulang adalah rencana subjektif konsumen untuk melakukan pembelian ulang suatu produk atau layanan dari merek yang sama di masa depan. Ada tiga faktor yang dapat memengaruhi seseorang dalam membuat niat pembelian ulang: pertama adalah citra merek, kemudian seseorang mempertimbangkan lokasi untuk pembelian ulang, dan akhirnya, seseorang mengalami kualitas layanan. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, lokasi, dan kualitas layanan terhadap niat pembelian ulang di Warkop Bening Signature di Pumpungan, Surabaya. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif dengan analisis korelasi berganda dan kausal. Ukuran sampel yang ditentukan adalah 97 responden dengan menggunakan teknik Accidental Sampling. Pengumpulan data dilakukan menggunakan kuesioner dengan pengukuran skala Likert. Data yang diperoleh kemudian diolah menggunakan SPSS versi 25, dengan pengujian meliputi Pengujian Instrumen, yaitu Uji Validitas dan Uji Reliabilitas; Uji Asumsi Klasik, yaitu Uji Normalitas, Uji Multikolinearitas, Uji Heteroskedastisitas; Uji Analisis Data, yaitu Uji Regresi Linear Berganda dan Uji Koefisien Determinasi (R2), serta Uji Hipotesis menggunakan Uji T dan Uji F. Hasil penelitian ini menunjukkan bahwa baik secara parsial maupun simultan, variabel Citra Merek, Lokasi, dan Kualitas Layanan memiliki pengaruh signifikan terhadap variabel Niat Pembelian Ulang di Warkop Bening Signature di Pumpungan Surabaya. Kata kunci: Citra Merek, Lokasi, dan Kualitas Layanan.

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