Article Sidebar
Main Article Content
Abstract
Inovasi produk dalam bidang kuliner terus berkembang di Indonesia. Salah satu bentuk inovasi tersebut adalah kue artis. Penelitian ini bertujuan untuk mengetahui hubungan antara kepuasan konsumen dan intensi pembelian ulang produk kue artis pada mahasiswa di salah satu universitas di Surakarta. Penel itian ini menggunakan purposive sampl ing dengan sampel sebanyak 450 mahasiswa yang memiliki dua kriteria, yaitu mahasiswa S1 aktif di salah satu universitas di Surakarta serta pernah membeli produk kue artis secara langsung di gerainya. Berdasarkan hasil analisis diketahui bahwa hipotesis diterima, sehingga terbukti ada hubungan yang signifikan antara kepuasan konsumen dan intensi pembelian ulang (p < .05). Hasil penelitian menunjukkan bahwa semakin tinggi tingkat kepuasan konsumen, maka semakin tinggi pula niat konsumen untuk membeli ulang produk kue artis.
Kata Kunci: kepuasan konsumen, intensi pembelian ulang
Customer Satisfaction and Repurchase Intention of Celebrity’s Cake Product among Students
Abstract. Product innovation in culinary business always to grow in Indonesia. The celebrity’s cake product as an example of product innovation in culinary business. This study aims to determine the relation between customer satisfactions and repurchase intention of celebrity’s cake product on the students in one of universities in Surakarta. This study uses purposive sampling technique with 450 samples which has two criterions; undergraduate student in one of universities in Surakarta and has experienced of buying celebrity’s cake product by visiting the outlet. The hypothesis was accepted according to the result of the analysis, so that there was a significant relationship between customer satisfaction and repurchase intention (p < .05). The results showed that the higher the customer satisfaction, the higher the repurchase intention of celebrity’s cake product.
Keywords: customer satisfaction, repurchase intention
Article History:
Received 29 September 2019
Revised 30 May 2020
Accepted 30 May 2020
Article Details
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution-ShareAlike 4.0 International License that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
