THE EFFECT OF CUSTOMER SATISFACTION AND BRAND EQUITY ON THE INTEREST IN REPURCHASING SUGAR
Downloads
Currently, the consumer goods business in Indonesia is very strict, including for sugar products. Until now, sugar products cannot be fully replaced by other products. The purpose of this study was to determine the effect of customer satisfaction and brand equity on the interest in repurchasing sugar products. This study used a descriptive analytic method using two data sources, namely primary data and secondary data. Primary data obtained by interviewing consumers who consume sugar as many as 60 people. Secondary data obtained from data sourced on the internet, books, journals and other sources deemed relevant. Analysis of the data used in this study is multiple linear regression with the dependent variable repurchase interest and two independent variables, namely customer satisfaction and brand equity. Based on the research results, it is known that the significance value of the F test is 0.000 so that the value is less than 5% alpha. Thus it can be said together that the variables of customer satisfaction and brand equity have an effect on the interest in repurchasing sugar. Based on the results of the t-test, it can be seen that the variable X1 (customer satisfaction) has a significance value of 0.0007 so that the value is less than alpha 0.05 in other words that the variable X1 (customer satisfaction) affects the interest in repurchasing. Variable X2 (brand equity) has a significance value of 0.0317 so that the value is less than alpha 0.05, in other words that the X2 variable (brand equity) affects the dependent variable repurchase interest.
Awi, Y. L., & Chaipoopirutana, S. (2014). A Study of Factors Affecting Consumer's Repurchase Intention toward XYZ Restaurant in Myanmar. International Conference on Trends in Economics, Humanities, and Management .
Casalo, LV., C. Falvian, dan M. Guinaliu. 2011. The Generation of Trust in the Online Service and Product Distribution: The case of Spanish Electronic Commerce. Journal of Electronic Commerce Research, Vol 12, No 3.
Dewati, R. WA Saputro. (2020). Persepsi Konsumen Terhadap Pembelian Produk Herbal Di Kabupaten Sukoharjo. Agrisaintifika Jurnal Ilmu-Ilmu Pertanian, 4 (2). 14-20. 145-152.
E Sulistyowati, T Wisudawati. WA Saputro. 2020. Faktor-Faktor Yang Mempengaruhi Keputusan Pembelian Gula Kristal Putih Di Daerah Istimewa Yogyakarta. Agrisaintifika Jurnal Ilmu-Ilmu Pertanian 4 (1). 14-20.
Farida, N. 2014. Analisis Model Kepuasan Terhadap Pembelian Ulang. Jurnal Dinamika Manajemen. 5 (2). 200-208
Fatona, S. 2010. Kualitas Jasa yang Mempengaruhi Loyalitas dan Relevansinya terhadap Kepuasan. Jurnal Dinamika Manajemen. 1 (1): 41-46.
Ferdinand, A. 2013. Metode Penelitian Manajemen. Semarang: UNDIP Press.
Halim, C., Dharmayati, D., & Brahmana, M. (2014). Pengaruh Brand Identity Terhadap Timbulnya Brand Preference dan Repurchase Intention pada Merek Toyota. Jurnal Manajemen Petra 2 , 1, 1-11.
Joseph, O., Onyemachi, Lilian, K.-O., & Okpara, M. (2012). Analysis of the Determinants of Repurchase Intention of Soap Products of an Agribusiness Firm on Abia State, Nigeria. Journal of Economics and Sustainable Development , 3.
Katniati, L. E Sulistyowati. Salamah, U. WA Saputro. 2021. Strategi Pemasaran Industri Ukir (Rancak Gamelan) Desa Karangasem, Manyaran Kab. Wonogiri Sebagai Desa Sentra Industri Kayu. Journal Economics and Management (JECMA). 1 (2). 10-17.
Kotler, Philip & Kevin L. Keller. (2009). Manajemen pemasaran jilid 1, edisi Ketiga belas, Terjemahan Bob Sabran. Jakarta: Erlangga
Kurniawati, M. Sidiq, AN. (2020). Inovasi Perancangan Insentif Untuk Meningkatkan Kinerja Pada Perusahaan Cleaning Service Online. AJIM: Airlangga Journal Innovation Management. 1 (2). 143-152
Kusdyah, I. (2012). Persepsi Harga, Persepsi Merk, Persepsi Nilai, dan Keinginan Pembelian Ulang Jasa Clinic Kesehatan (Studi Kasus Erha Clinic Surabaya). 7.
Pupuani, N. W., & Sulistyawati, E. (2013). Pengaruh Bauran Pemasaran Terhadap Kepuasan Konsumen dan Perilaku Pembelian Ulang (Studi Kasus pada Produk Pasta Gigi Merek Pepsodent di Kota Denpasar). E-Jurnal Management , 2.
Putri, LH. (2016). Faktor-Faktor Yang Mempengaruhi Minat Pembelian Ulang Konsumen Terhadap Produk Naget Delicy. PERFORMA: Jurnal Manajemen dan Start-Up Bisnis. 1 (2). 162-170
Panjaitan, JE. Yulianti, AL. 2016. Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan Pada Jne Cabang Bandung. DeReMa Jurnal Manajemen. 11 (2). 265-289.
Ristanto, A. Rakhmawati, I. T Wisudawati. WA Saputro. 2021. Analisis Pengaruh Marketing Mix Berbasis Media Sosial Untuk Meningkatkan Omzet Pada Ethikopia Coffe. Prosiding Seminar Nasional Aplikasi Sains & Teknologi (SNAST). 46-49.
Solichin, A. Amalia, DAR. Lily Katniaty. T Wisudawati. E Sulistyowati. WA, Saputro. 2021. Pengaruh E-Wom Dan Risk Perception Terhadap Keputusan Berkunjung Wisatawan. Journal Economics and Management (JECMA). 1 (2). 1-9.
Tjiptono, F. 2011. Manajemen dan Strategi Merek. Yogyakarta: ANDI Ofset.
T Wisudawati, WA Saputro. (2020). Pengukuran Tingkat Kepuasan Konsumen Terhadap Kualitas Pelayanan Ethikopia Coffee Di Kabupaten Sleman. JRSI Jurnal Rekayasa Sistem Industri. 5 (2). 97-105
T Wisudawati. Rizalmi, SR. 2020. Analisis Metode Marketing Mix 7P Sebagai Strategi Pemasaran Produk Daur Ulang. Journal Science Innovation and Technology (SINTECH). 1 (1). 26-29
Wen, Chao 2011. An integrated model for customer online repurchase intention, journal of Computer Information System.
1. Copyright of this journal is possession of Editorial Board and Journal Manager, by the knowledge of author, whilst the moral right of the publication belongs to the author.
2. Legal formal aspect of journal publication accessibility refers to Creative Commons Atribusi-Non Commercial-No ShareAlike (CC BY-NC-SA),implies that publication can be used for non-commercial purposes in its original form (cannot be modified).
3. Every publications are open access for educational purposes, research, and library. Other that the aims mentioned above, editorial board is not responsible for copyright violation.
AJIM by Unair is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
