PENGARUH REPUTASI MEREK, KUALITAS PRODUK DAN WORD OF MOUTH TERHADAP REPURCHASE INTENTION KOPERASI SERBA USAHA (KSU) APIKRI (STUDI KASUS PADA KONSUMEN PRODUK KERAJINAN KSU APIKRI YOGYAKARTA)

Authors

  • Nida Farida

DOI:

https://doi.org/10.21831/jim.v15i1.25073

Keywords:

Reputasi Merek, Kualitas Produk, Word of Mouth, Repurchase Intention

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh reputasi merek, kualitas produk dan word of mouth (WOM) tehadap repurchase intention produk kerajinan Koperasi Serba Usaha (KSU) APIKRI. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei. Populasi dalam penelitian ini adalah konsumen produk Koperasi Serba Usaha (KSU) APIKRI. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 125 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data menggunakan regresi berganda. Hasil penelitian menunjukkan bahwa: (1) terdapat pengaruh positif reputasi merek terhadap repurchase intention produk kerajinan Koperasi Serba Usaha (KSU) APIKRI, (2) terdapat pengaruh positif kualitas produk terhadap repurchase intention produk kerajinan Koperasi Serba Usaha (KSU) APIKRI, (3) terdapat pengaruh positif word of mouth terhadap repurchase intention produk kerajinan Koperasi Serba Usaha (KSU) APIKRI, dan (4) terdapat pengaruh secara bersama-sama reputasi merek, kualitas produk dan word of mouth (WOM) tehadap repurchase intention produk kerajinan Koperasi Serba Usaha (KSU) APIKRI

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Published

2019-06-28

Issue

Vol. 15 No. 1 (2018)

Section

Articles

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