Pengaruh Citra Merek, Kualitas Produk, Dan Kualitas Layanan terhadap Minat Beli Ulang (Studi pada Konsumen Coffee Shop Studio Kopi Yogyakarta)

Raihan, Fauzi Adya (2021) Pengaruh Citra Merek, Kualitas Produk, Dan Kualitas Layanan terhadap Minat Beli Ulang (Studi pada Konsumen Coffee Shop Studio Kopi Yogyakarta). Ringkasan Skripsi thesis, STIE YKPN.

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Abstract

One of the popular coffee shops in Yogyakarta is Studio Kopi. From the taste and taste of coffee that makes coffee shop business people unique to compete with each other both in terms of the advantages of coffee they have, the services provided, and other innovations to attract public interest in visiting and buying products at their coffee shop. Brand image or brand image is a form of belief by consumers in a particular brand or product through its slogan, shape, or superiority when hearing and seeing it for the first time. In addition, quality is the ability and comparing a product to meet customer or consumer needs and the quality of service provided properly and correctly will also affect consumer comfort in buying interest or attracting their trust and attention. This study aims to analyze the effect of service image, product quality, and quality on the repurchase interest of Studio Kopi coffee shop products in Yogyakarta. The sampling technique uses purposive sampling technique, namely consumers who have visited and purchased the Studio Kopi coffee shop products in Yogyakarta. Data processing used SPSS 16. and the tests carried out included descriptive statistical tests, validity and reliability tests, classical assumption tests (normality test, multicollinearity test, heteroscedasticity test, and hypothesis testing (R square test, t test, and F test). The test results in this study indicate that brand image and quality have a positive effect on repurchase interest, while product quality has no effect on repurchase interest.

Item Type: Thesis (Ringkasan Skripsi)
Additional Information: Skripsi dapat dibaca di Perpustakaan dengan call number RAI p 905/2021
Uncontrolled Keywords: brand image, quality product, service quality, repurchase intention
Subjects: MANAJEMEN > Sumber Daya Manusia
Divisions: Program Sarjana > Ringkasan Skripsi Manajemen
Depositing User: Pustakawan STIE YKPN
Date Deposited: 24 Nov 2021 02:54
Last Modified: 24 Nov 2021 02:54
URI: http://repository.stieykpn.ac.id/id/eprint/1321

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