Analisis Faktor-faktor yang Mempengaruhi Repurchase Intention Pelanggan pada Kedai Kopi Lokal

Abstract

Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi Repurchase Intention pelanggan kedai kopi lokal. Dalam hal ini, terdapat 5 (lima) variabel yang digunakan untuk mengukur, yaitu terdiri dari 4 variabel bebas (Customer Satisfaction, Product Information, Brand Popularity dan Service Quality) dan 1 variabel terikat (Repurchase Intention). Pengumpulan data dilakukan di Jakarta selama masa PSBB (Pembatasan Sosial Berskala Besar) pada bulan April – Mei 2020. Data dikumpulkan menggunakan kuesioner daring dan responden dipilih dengan menggunakan teknik purposive sampling. Total responden dalam penelitian ini adalah sebanyak 258 responden yang terdiri dari 94 responden pria dan 164 responden wanita yang pernah mengunjungi kedai kopi lokal. Data diolah dengan menggunakan exploratory factor analysis dan structural equation model. Hasilnya adalah variabel Product Information, Customer Satisfaction, Brand Popularity, dan Service Quality berpengaruh secara positif dan signifikan terhadap Repurchase Intention.

This study aims to examine the factors that influence Repurchase Intention of local coffee shop customers. In this case, there are 5 (five) variables used to measure, consisting of 4 independent variables (Customer Satisfaction, Product Information, Brand Popularity and Service Quality) and 1 dependent variable (Repurchase Intention). Data collection was carried out in Jakarta during the PSBB (Large-Scale Social Limitation) period from April to May 2020. Data were collected using an online questionnaire and respondents were selected using

convenience sampling techniques. Total respondents in this study were 258 respondents consisting of 94 men and 164 women who had visited the local coffee shop. Data were processed using exploratory factor analysis and structural equation models. The result is that Product Information, Customer Satisfaction, Brand Popularity, and Service Quality variables have a positive and significant effect on Repurchase Intention.