Analisis Faktor-Faktor yang Berpengaruh Terhadap Minat Pembelian Kembali pada Produk Kualitas KW Premium di Batam

Ong, Hardianto (2020) Analisis Faktor-Faktor yang Berpengaruh Terhadap Minat Pembelian Kembali pada Produk Kualitas KW Premium di Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Barang fashion bermerek palsu telah menjadi fenomena dalam kehidupan sosial yang luar biasa yang merambah ke seluruh dunia dengan sejumlah besar kerugian yang mencapai ratusan juta dolar. Ditemukan dalam banyak penelitian internasional pembahasan serta alasan-alasan yang menjadi dasar seseorang membeli barang palsu. Penelitian ini dimulai dengan menyebarkan kuesioner penelitian yang berisi 20 pertanyaan pada responden yang membeli produk fashion kualitas KW di berbagai toko yang menjual produk fashion KW di berbagai pusat perbelanjaan di Batam sebanyak 250 kuesioner. Kuesioner disebarkan dengan metode purposive sampling yaitu responden ditetapkan sesuai dengan tujuan dari topic yang dibahas dalam penelitian ini Hasil penelitian ini menunjukkan hubungan yang signifikan antara product attribute, customer inertia dan customer satisfaction terhadap repeat purchase intention. Namun satu variabel yaitu hedonic value tidak berhubungan signifikan dengan repeat purchase intention.------------------------------Fake branded fashion items have become a phenomenon in the extraordinary social life that is reaching the entire world with huge amounts of losses reaching hundreds of millions of dollars. It is found in many international studies of discussion as well as the reasons on which a person buys counterfeit goods. The study began by distributing research questionnaires containing 20 questions to respondents who bought KW quality fashion products in various stores selling KW fashion products in various shopping centers in Batam as many as 250 questionnaires. The questionnaire was distributed by purposive sampling method in which the respondents were determined according to the objectives of the topics discussed in this study The results of this study indicate a significant relationship between product attributes, customer inertia and customer satisfaction on repeat purchase intentions. However, one variable, namely hedonic value, is not significantly related to repeat purchase intention.

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