Pengaruh Variasi Produk Dan Citra Merek Terhadap Keputusan Pembelian Ulang Pada Susu Setia Di Tenggarong

Jurnal Ekonomi & Manajemen Indonesia Pub Date : 2021-12-03 DOI:10.53640/jemi.v21i2.953

Febrian Krismonanda, Iskandar Iskandar

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Abstract

Abstract: The purpose of this study was to analyze the effect of product variations and brand image simultaneously, to analyze product variations and brand image to partial repurchase decisions, and to determine the independent variables that had the most dominant influence on repurchase decisions at Susu Setia. The analytical tool used in this research is multiple regression analysis. Samples were taken using the Slovin formula as many as 99.61 or 100 people. The results showed that the variable product variation and brand image had a simultaneous and partial effect on repurchase decisions at Susu Setia in Tenggarong. In addition, the Brand Image variable has the most dominant influence as seen from the B coefficient value of the Brand Image which is the largest compared to other variables. Based on the characteristics of respondents in the categories of gender, occupation, and age, it is proven that consumers are dominated by the female gender, millennial age with student status. Thus, the promotions carried out by Susu Loyal to increase repurchase decisions are targeted at this segment. Keywords: Product Variation, Brand Image and Repurchase Decision

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产品和品牌多样性对东南亚忠实牛奶回购决定的影响

摘要:本研究旨在同时分析产品变化和品牌形象对部分回购决策的影响，分析产品变化和品牌形象对部分回购决策的影响，并确定对Susu Setia公司回购决策影响最大的自变量。本研究使用的分析工具是多元回归分析。使用斯洛文公式抽取的样本多达99.61人或100人。结果表明，产品变异和品牌形象对登加荣苏苏塞蒂亚的回购决策具有同步和部分影响。此外，从品牌形象的B系数值来看，品牌形象变量的影响力最大，是其他变量中最大的。根据受访者在性别、职业、年龄方面的特征，证明消费者以女性、千禧一代、学生身份为主。因此，素素Loyal为增加再购买决策而开展的促销活动就是针对这一群体的。关键词:产品变异，品牌形象，再购买决策

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Jurnal Ekonomi & Manajemen Indonesia

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