Peran Perilaku Perpindahan Merek Dalam Memoderasi Hubungan Persepsi Harga, Varian Menu dan Kualitas Produk Terhadap Minat Beli Ulang Minuman Yotta di Kota Palu
Keywords:
Perpindahan Merek, Harga, Varian Menu, Kualitas Produk, Pembelian Ulang
Perpindahan Merek, Harga, Varian Menu, Kualitas Produk, Pembelian Ulang
Abstract
Penelitian ini penting dilakukan karena minuman Yotta di Kota Palu menghadapi tantangan dalam meningkatkan minat beli ulang, sehingga diperlukan pemahaman tentang bagaimana faktor persepsi harga, varian menu, dan kualitas produk memengaruhi perilaku perpindahan merek. Penelitian ini memiliki tujuan untuk membuktikan peran perilaku perpindahan merek dalam memoderasi hubungan persepsi harga, varian menu, dan kualitas produk terhadap minat beli ulang minuman Yotta di Kota Palu. Penelitian ini menggunakan metode kuantitatif. Populasi pada penelitian ini adalah konsumen Yotta di Kota Palu, dengan jumlah sampel sebanyak 150 responden dengan Teknik pengambilan sampel menggunakan teknik purposive sampling dengan kriteria sampel yaitu konsumen Yotta yang telah melakukan pembelian minimal sebanyak dua kali. Teknik analisis data dilakukan menggunakan metode Structural Equation Model (SEM) berbasis Partial Least Square (PLS) dengan bantuan aplikasi Smart PLS 4.0. Hasil dalam penelitian ini variabel persepsi harga dan kualitas produk memiliki pengaruh signifikan terhadap minat beli ulang. Namun, varian menu tidak memengaruhi minat beli ulang. Tetapi, perilaku perpindahan merek memoderasi hubungan antara persepsi harga terhadap minat beli ulang. Sedangkan perilaku perpindahan merek tidak memoderasi hubungan antara varian menu terhadap minat beli ulang. Perilaku perpindahan merek memoderasi hubungan antara kualitas produk terhadap minat beli ulang.
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References
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Ghozali, I., & Latan, H. (2015). Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS 3.0 Untuk Penelitian Empiris (Edisi 2). Badan Penerbit Universitas Diponegoro, Semarang.
Gio, P. U. (2022). Partial Least Squares Structural Equation Modeling (Pls-Sem) Dengan Software Smartpls. Uwais Inspirasi Indonesia.
Herawati, A. D., Arief, M. Y., & Fandiyanto, R. (2023). Pengaruh Brand Awareness Dan Kualitas Produk Terhadap Minat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening Pada Seafood Situbondo. Jurnal Mahasiswa Entrepreneurship (JME), 2(7), 1434–1451. https://doi.org/10.36841/jme.v2i7.3557
Ibrahim, A. I., Setiawan, M., Noermijati, & Rahayu, M. (2024). Hr Innovation in Mediating Entrepreneurial Motivation in Improving the Competitive Ability of Palu Fried Onions Msmes. Business, Management and Economics Engineering, 22(1), 77–95. https://doi.org/10.3846/bmee.2024.19933
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Muhtarom, A., Syairozi, I., & Wardani, N. D. (2022). Analisis Persepsi Harga, Kualitas Pelayanan, Customer Relationship Marketing, Dan Kepercayaan Terhadap Peningkatan Penjualan Dimediasi Loyalitas Pelanggan Pada Umkm Ayam Potong Online Elmonsu. Jesya (Jurnal Ekonomi & Ekonomi Syariah), 5(1), 743–755. https://doi.org/10.36778/jesya.v5i1.628
Mustika, M. A. C., Suwarni, E., & Anggarini, D. R. (2023). Pengaruh Customer Experience Dan Variasi Produk Terhadap Minat Beli Ulang Produk Mixue Ice Cream and Tea Di Kota Bandar Lampung. Jurnal Strategy of Management & Accounting through Research & Technology, 1 (2)(2), 35–46. https://doi.org/https://doi.org/10.33365/smart.v2i2.3286
Muzakir, Bachri, S., Adam, R. P., & Wahyuningsih. (2021). The analysis of forming dimensions of e-service quality for online travel services. International Journal of Data and Network Science, 5(3), 239–244. https://doi.org/10.5267/j.ijdns.2021.6.010
Ningrum, Y. C., & Hayuningtias, K. A. (2022). The Influence of Product Quality, Social Media Marketing, and Brand Ambassador on Online Buying Decisions. Almana : Jurnal Manajemen Dan Bisnis, 6(2), 316–324. https://doi.org/10.36555/almana.v6i2.1892
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Purnawarman, A. F., Hermani, A., & Pradhanawati, A. (2022). Pengaruh Kualitas Produk dan Suasana Cafe terhadap Minat Beli Ulang Konsumen (Studi Pada Cafe Portobello Sumurboto Semarang). Jurnal Ilmu Administrasi Bisnis, 11(1), 109–117. https://doi.org/10.14710/jiab.2022.33523
Putri, E. H. L., Sulhaini, & Mulyono, L. E. H. (2023). Pengaruh Brand Experience, Cita Rasa, Dan Variasi Menu Terhadap Minat Beli Ulang Di Kedai Serabi Bandung. Jmm Unram - Master of Management Journal, 12(3), 319–331. https://doi.org/10.29303/jmm.v12i3.792
Rahmi, D. Y. (2022). Analisis Data Keperilakuan Menggunakan Partial Least Square-Structural Equational Modelling (Pls-Sem). PT Rajagrafindo Persada.
Ramdhani, D., & Widyasari, S. (2022). Pengaruh Kualitas Produk, Persepsi Harga, Dan Citra Merek Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Smartphone Oppo. Fair Value: Jurnal Ilmiah Akuntansi …, 4(3), 1651–1667. http://journal.ikopin.ac.id/index.php/fairvalue/article/view/1004%0Ahttps://journal.ikopin.ac.id/index.php/fairvalue/article/download/1004/766
Rasmana, F. A. S., Eldine, A., & Muniroh, L. (2020). Pengaruh Citra Merek, Kualitas Pelayanan, Dan Persepsi Harga Terhadap Minat Beli Ulang Konsumen. Manager : Jurnal Ilmu Manajemen, 3(1), 114–122. https://doi.org/10.32832/manager.v3i1.3839
Rombe, E., & Hadi, S. (2022). The impact of supply chain capability and supply chain performance on marketing performance of retail sectors. Uncertain Supply Chain Management, 10(2), 593–600. https://doi.org/10.5267/j.uscm.2021.11.005
Safitri, A. N. (2021). Pengaruh brand image, persepsi harga dan kualitas layanan terhadap minat beli ulang pada Lazada. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 1–9. https://doi.org/10.37631/e-bisma.v1i1.212
Safitri, R., Indrawati, H., & Isjoni, M. Y. R. (2024). The Effect Of Brand Image And Product Quality On Mixue Repurchase Intention. Management Studies and Entrepreneurship Journal, 5(2), 6011–6023. http://journal.yrpipku.com/index.php/msej
Scortionda, G., Sari, D. K., & Besra, E. (2023). Perilaku Brand Switching Konsumen Yang Berlangganan Disney Plus Hotstar Di Kota Padang. Equilibrium : Jurnal Ilmiah Ekonomi, Manajemen Dan Akuntansi, 12(1), 33. https://doi.org/10.35906/equili.v12i1.1358
Sera, P., & Manggu, B. (2023). Pengaruh Kualitas Produk Dan Promosi Terhadap Minat Beli Ulang Produk Jamur Tiram Di SMK Negeri 1 Samalantan. Transformasi: Journal of Economics and Business Management, 2(3), 207–220. https://doi.org/10.56444/transformasi.v2i3.975
Siaputra, H. (2024). Pengaruh Kualitas Makanan, Kualitas Layanan dan Persepsi Harga Terhadap Minat Beli Ulang pada Restoran XYZ Surabaya. Jurnal Manajemen Perhotelan, 10(1), 13–23. https://doi.org/10.9744/jmp.10.1.13-23
Sugiyono. (2020). Metode Penelitian Kuantitatif, Kualitatif, dan R&D. Alfabet.
Suparman, S., Muzakir, M., Wahyuningsih, W., Tope, P., & Ponirin, P. (2023). Promoting tourism governance and supply chain management in the competitiveness of tourism sector. Uncertain Supply Chain Management, 11(3), 1247–1256. https://doi.org/10.5267/j.uscm.2023.3.023
Syamsuddin, Saharuddin, Yusrizal, Dharmawati, T., Pujisari, Y., & Fatmawati, E. (2024). Utilizing Blockchain Technology in Global Supply Chain Management: An Exploration of Scalable Information Systems. EAI Endorsed Transactions on Scalable Information Systems, 11(1), 1–12. https://doi.org/10.4108/eetsis.4374
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Published
2025-02-23
How to Cite
NirmalisaN., PonirinP., SyarifuddinU., & EvriantiH. (2025, February 23). Peran Perilaku Perpindahan Merek Dalam Memoderasi Hubungan Persepsi Harga, Varian Menu dan Kualitas Produk Terhadap Minat Beli Ulang Minuman Yotta di Kota Palu. Journal of Economic, Management, Accounting and Technology, 8(1), 81-93. https://doi.org/https://doi.org/10.32500/jematech.v8i1.8817
Section
Articles
