Analisis Pengaruh Faktor Brand Image, Food Quality, Price dan E-Wom terhadap Repurchase Intention pada Oleh-Oleh Khas Kota Batam
Abstract
Oleh-oleh telah menjadi suatu pusat wisatawan untuk membawanya kembali sebelum meninggalkan Kota Batam. Beragam jenis oleh-oleh yang bisa dinikmati di Kota Batam seperti Kek Pisang Villa, Rumah Lapis Holi, Mamah Factory. Setiap produk memiliki daya tarik dan kualitas yang berbeda-beda.
Tujuan dari penelitian ini adalah untuk mengetahui faktor-faktor yang mempengaruhi niat membeli kembali oleh-oleh khas Kota Batam. Penelitian ini dilakukan kepada penduduk Kota Batam yang pernah mengunjungi oleh-oleh di Kota Batam dengan menyebarkan kuesioner online melalui sosial media. Jumlah responden kuesioner yang didapatkan sebanyak 415 responden. Teknik pengumpulan data menggunakan metode purposive sampling dan dalam proses pengolahan data menggunakan bantuan program software SPSS.
Hasil uji penelitian menyatakan bahwa variabel citra merek, kualitas makanan, harga dan mulut ke mulut secara elektronik berpengaruh signifikan yang positif terhadap niat membeli kembali ke oleh-oleh khas Kota Batam.
Keywords:
Citra Merek, Kualitas Makanan, Harga, Mulut ke Mulut secara Elektronik, Niat Membeli Kembali
References
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Paramita, R. W. D., Rizal, N., & Sulistyan, R. B. (2021). METODE PENELITIAN KUANTITATIF.
Pham, H., & Nguyen, T. (2019). The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam. Journal of Global Business Insights, 4(1), 78–91. https://doi.org/10.5038/2640-6489.4.1.1041
Pham, Q. T., Tran, X. P., Misra, S., Maskeliunas, R., & Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability (Switzerland), 10(1). https://doi.org/10.3390/su10010156
Prabowo, H., Astuti, W., & Respati, H. (2019). Repurchase Intention Study : Empirical Investigation on Guests Staying At Budget Hotels Incorporated in Airy Rooms. 12, 655–664.
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008
Prastiwi, S. K., & Iswari, P. W. (2019). The Roles of Trust within Information Quality and Price to Engage Impulsive Buying Behaviour to Generate Customer’s Repurchase Intention: A Case of M-Commerce in Indonesia (GoFood). KnE Social Sciences, 2019, 446–462. https://doi.org/10.18502/kss.v3i26.5391
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Santi, I. G. A. P. C., & Suasana, I. G. A. K. G. (2021). the Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention in Starbucks Coffee. International Journal of Management and Commerce Innovations, 9(1), 328–338.
Santoso, J. E. (2016). Pengaruh Food Quality, Service Quality, Price Promotion, dan Customer Satisfaction terhadap Repeat Purchase Intention Restoran Solaria. Jurnal Bisnis Dan Manajemen, 53(12), 70.
Sudaryanto, Hanim, A., & Utari, W. (2020). Behaviour on Repurchase Intention in a Moslem Ethnic Store in Indonesia. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 13(12), 2020. www.ijicc.net
Tandon, A., Aakash, A., & Aggarwal, A. G. (2020). Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating role of shipping and handling. International Journal of Systems Assurance Engineering and Management, 11, 349–356. https://doi.org/10.1007/s13198-020-00954-3
Tendur, S. T. E., Hutabarat, V. V., & Tumbelaka, S. S. X. (2021). Price Perception , Service Quality and Customer Satisfaction ( Empirical Study on Cafes at Tondano City ). 4(3), 19–31.
Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128
Aryadhe, P., & Rastini, N. M. (2016). Kualitas Pelayanan, Kualitas Produk Dan Citra Merek Terhadap Niat Beli Ulang Di Pt Agung Toyota Denpasar. E-Jurnal Manajemen Universitas Udayana, 5(9), 254291.
Batampos. (2021). Jumlah Kunjungan Kunjungan Wisatawan Mancanegara di Batam - batampos.co.id. https://batampos.co.id/2021/07/06/segini-jumlah-kunjungan-kunjungan-wisatawan-mancanegara-di-batam/
Chiang, Y.-J. (2016). Examining the Relationships between Destination Image, Place Attachment, and Destination Loyalty in the Context of Night Markets. International Journal of Business and Management, 11(2), 11. https://doi.org/10.5539/ijbm.v11n2p11
Fuzir, F. N. A., & Rahman, M. K. B. A. (2020). The Mediating Effect of Customer Satisfaction on the Relationship between service quality, relationship quality, perceived value, and perceived price towards repurchase intention in the fast food industry. Social and Management Research Journal, 17(2), 373–397.
Hadi, A. S. (2021). The influence of product attribute, promotion mix, distribution channel, and price toward repurchase intention on iPhone. Asian Management and Business Review, 1(2), 95–104. https://doi.org/10.20885/ambr.vol1.iss2.art2
Hajli, N., Sims, J., Zadeh, A. H., & Richard, M. O. (2017). A social commerce investigation of the role of trust in a social networking site on purchase intentions. Journal of Business Research, 71, 133–141. https://doi.org/10.1016/j.jbusres.2016.10.004
Heryana, D. K., & Yasa, N. N. K. (2020). Effect of electronic word of mouth on repurchase intention mediated by brand attitude. International Research Journal of Management, IT and Social Sciences. https://doi.org/10.21744/irjmis.v7n2.854
Hidayat, D., Bismo, A., & Basri, A. R. (2020). The Effect of Food Quality and Service Quality Towards Customer Satisfaction and Repurchase Intention (Case Study of Hot Plate Restaurants). Manajemen Bisnis, 10(1), 1. https://doi.org/10.22219/jmb.v10i1.11913
Huang, L. C., Gao, M., & Hsu, P. F. (2019). A study on the effect of brand image on perceived value and repurchase intention in ecotourism industry. Ekoloji, 28(107), 283–287.
Ikhsani, K., & Ali, H. (2017). Pengaruh Pengembangan Karir, Kompensasi Dan Motivasi Kerja Terhadap Kepuasan Kerja Karyawan Di Pt. Alun Alun Indonesia Kreasi. Jurnal SWOT, VII(3), 523–541.
Kementerian Pariwisata dan Ekonomi Kreatif. (2021). Statistik Kunjungan Wisatawan Mancanegara 2021. https://kemenparekraf.go.id/statistik-wisatawan-mancanegara/Statistik-Kunjungan-Wisatawan-Mancanegara-2021
Kim, N. L., Kim, G., & Rothenberg, L. (2020). Is honesty the best policy? Examining the role of price and production transparency in fashion marketing. Sustainability (Switzerland), 12(17). https://doi.org/10.3390/SU12176800
Maduretno, R. B. E. H. P., & Junaedi, S. (2021). The Importance of eWOM Elements on Online Repurchase Intention: Roles of Trust and Perceived Usefulness. Jurnal Ekonomi Indonesia, 10(1), 55–69. https://doi.org/10.52813/jei.v10i1.59
Matute, J., Polo-Redondo, Y., & Utrillas, A. (2016). The Influence of EWOM characteristics on online repurchase intention. Online Information Review, 40(7), 1090–1110. https://doi.org/10.1108/oir-11-2015-0373
Miswanto, M., & Angelia, Y. R. (2019). The Influence of Customer Satisfaction on Trust, Word of Mouth, and Repurchase Intention: Case for Consumer of Souvenir Stores in Yogyakarta. 308–313. https://doi.org/10.5220/0008492303080313
Nguyen, N.-T. (2020). Attitudes and Repurchase Intention of Consumers Towards Functional Foods in Ho Chi Minh City, Vietnam. International Journal of Analysis and Applications, 18(2), 212–242. https://doi.org/10.28924/2291-8639-18-2020-212
Otero, C., & Giraldo, W. (2018). International Review of Management and Marketing Effects of Brand Love and Brand Equity on Repurchase Intentions of Young Consumers. International Review of Management and Marketing, 8(4), 7–13. http:www.econjournals.com
Paramita, C., Wulandari, G. A., Maridelana, V. P., Safitri, R. N., & Maliki, Y. A. (2021). The Effect of Product Knowledge , Price , and Product Design on Batik Banyuwangi Repurchase Intention. 4(2), 232–240.
Paramita, R. W. D., Rizal, N., & Sulistyan, R. B. (2021). METODE PENELITIAN KUANTITATIF.
Pham, H., & Nguyen, T. (2019). The effect of website quality on repurchase intention with the mediation of perceived value: The case study of online travel agencies in Vietnam. Journal of Global Business Insights, 4(1), 78–91. https://doi.org/10.5038/2640-6489.4.1.1041
Pham, Q. T., Tran, X. P., Misra, S., Maskeliunas, R., & Damaševičius, R. (2018). Relationship between convenience, perceived value, and repurchase intention in online shopping in Vietnam. Sustainability (Switzerland), 10(1). https://doi.org/10.3390/su10010156
Prabowo, H., Astuti, W., & Respati, H. (2019). Repurchase Intention Study : Empirical Investigation on Guests Staying At Budget Hotels Incorporated in Airy Rooms. 12, 655–664.
Prahiawan, W., Fahlevi, M., Juliana, J., Purba, J. T., & Tarigan, S. A. A. (2021). The role of e-satisfaction, e-word of mouth and e-trust on repurchase intention of online shop. International Journal of Data and Network Science, 5(4), 593–600. https://doi.org/10.5267/j.ijdns.2021.8.008
Prastiwi, S. K., & Iswari, P. W. (2019). The Roles of Trust within Information Quality and Price to Engage Impulsive Buying Behaviour to Generate Customer’s Repurchase Intention: A Case of M-Commerce in Indonesia (GoFood). KnE Social Sciences, 2019, 446–462. https://doi.org/10.18502/kss.v3i26.5391
Sabon, V. L., Perdana, M. T. P., Koropit, P. C. S., & Pierre, W. C. D. (2018). Strategi Peningkatan Kinerja Sektor Pariwisata Indonesia Pada ASEAN Economic Community. Esensi: Jurnal Bisnis Dan Manajemen, 8(2), 163–176. https://doi.org/10.15408/ess.v8i2.5928
Santi, I. G. A. P. C., & Suasana, I. G. A. K. G. (2021). the Role of Brand Image Mediates the Effect of Electronic Word of Mouth on Repurchase Intention in Starbucks Coffee. International Journal of Management and Commerce Innovations, 9(1), 328–338.
Santoso, J. E. (2016). Pengaruh Food Quality, Service Quality, Price Promotion, dan Customer Satisfaction terhadap Repeat Purchase Intention Restoran Solaria. Jurnal Bisnis Dan Manajemen, 53(12), 70.
Sudaryanto, Hanim, A., & Utari, W. (2020). Behaviour on Repurchase Intention in a Moslem Ethnic Store in Indonesia. International Journal of Innovation, Creativity and Change. Www.Ijicc.Net, 13(12), 2020. www.ijicc.net
Tandon, A., Aakash, A., & Aggarwal, A. G. (2020). Impact of EWOM, website quality, and product satisfaction on customer satisfaction and repurchase intention: moderating role of shipping and handling. International Journal of Systems Assurance Engineering and Management, 11, 349–356. https://doi.org/10.1007/s13198-020-00954-3
Tendur, S. T. E., Hutabarat, V. V., & Tumbelaka, S. S. X. (2021). Price Perception , Service Quality and Customer Satisfaction ( Empirical Study on Cafes at Tondano City ). 4(3), 19–31.
Wang, E. S. T., & Yu, J. R. (2016). Effect of product attribute beliefs of ready-to-drink coffee beverages on consumer-perceived value and repurchase intention. British Food Journal, 118(12), 2963–2980. https://doi.org/10.1108/BFJ-03-2016-0128
Published
2022-06-01
How to Cite
Anggraini, R., & Sumiati, S. (2022). Analisis Pengaruh Faktor Brand Image, Food Quality, Price dan E-Wom terhadap Repurchase Intention pada Oleh-Oleh Khas Kota Batam. Jesya (Jurnal Ekonomi Dan Ekonomi Syariah), 5(2), 1214-1226. https://doi.org/https://doi.org/10.36778/jesya.v5i2.715
Section
Articles
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