REPURCHASE INTENTION PADA KEPUTUSAN PEMBELIAN TEH KOTA KUDUS

Fifi Endah Irawati, Milad Nufal Akbar

Abstract


Abstrak

Di tengah-tengah merebaknya bisnis kedai kopi atau café yang mulai menjamur dimana-mana, bisnis teh mulai dilirik karena melihat segmennya yang besar. Hal ini dikarenakan minuman teh lebih banyak pangsa pasarnya. Teh Kota merupakan salah satu pilihan dari beberapa bisnis teh outlet yang sedang menjadi primadona masyarakat Kudus, Alasannya adalah selain harganya yang murah, banyaknya varian rasa, cita rasa teh yang tidak kalah dengan minuman mahal lain dan minuman yang dikemas dalam gelas ukuran jumbo. Populasi dalam penelitian ini adalah konsumen dari Teh Kota Kudus sejumlah 100 orang . metode yang kami gunakan adalah SEM dengan pendekatan PLS. Hasilnya harga, cita rasa berpengaruh signifikan terhadap Repurchase intention dan untuk Variabel kemasan tidak berpengaruh signifikan terhadap repurchase intention.

 

Kata Kunci : Harga, Cita Rasa, Kemasan, Repurchase Intention

 

ABSTRACT

 

The rise of café business which is starting to develop everywhere, Tea business is starting to be looked because its have good opportunities. This is because tea have a larger market share. Teh Kota is one of the choices of several outlet tea businesses that are currently being the primadonna in Kudus. The reason is the price is cheap, there are many different flavors, the taste of tea is no less than other expensive drinks and its have jumbo size glasses. This study use 100 consumers of Teh Kota Kudus as population. This study using SEM method with PLS approach. From this study we can find that price and taste variables have a significant effect on repurchase intention, and for packaging variable does not have a significant effect on repurchase intention.

Keyword : price, taste, packaging, Repurchase Intention


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References


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