PENGARUH KUALITAS PRODUK, CITRA MEREK DAN KENYAMANAN TERHADAP MINAT BELI ULANG KONSUMEN PADA MASKER SENSI DISAAT PANDEMI COVID-19

Y. Sundari, Y. Setiadi
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Abstract

At the end of 2019, the emergence of Corona Virus Disease or Covid -19 in China (Wuhan) and entering Indonesia in March 2020. This virus attacks the respiratory tract in humans which ultimately requires people to wear masks to prevent transmission of COVID-19. This makes people always buy masks to prevent transmission of the virus, namely sensi masks because these masks are surgical masks. In choosing masks for repurchase intention, several factors are considered by consumers, including product quality, brand image, and comfort. Muhammadiyah University of Bengkulu. The population in this study were students of the Management Study Program, Muhammadiyah University of Bengkulu. The use of sensi masks in Bengkulu City. The data collection method was using a questionnaire. Sampling using purposive sampling method with a total of 180 respondents. Testing the instrument using validity and reliability tests. The data analysis technique to answer the hypothesis in this study used multiple linear regression analysis. The results showed that Product Quality (X1) had a positive and significant effect on repurchase interest (Y) on sensi masks during the covid-19 pandemic in University Management Study Program students. Muhammadiyah Bengkulu. Brand Image (X2) has a positive and significant influence on repurchase interest (Y) on sensi masks during the covid-19 pandemic among students of the Management Study Program at Muhammadiyah University of Bengkulu. Convenience (X3) has a positive and significant effect on repurchase interest (Y) on sensi masks during the covid-19 pandemic among students of the Management Study Program at Muhammadiyah University of Bengkulu. Keywords: Product Quality, Brand Image, Convenience, and Repurchase Interest
产品质量、品牌形象和便利对消费者在COVID-19大流行期间对口罩的重新购买感兴趣的影响
2019年底,冠状病毒病(Covid -19)在中国(武汉)出现,并于2020年3月进入印度尼西亚。这种病毒攻击人类的呼吸道,最终需要人们戴上口罩来防止COVID-19的传播。这使得人们总是购买防止病毒传播的口罩,即sensi口罩,因为这些口罩是外科口罩。消费者在选择口罩进行再购买意向时,会考虑产品质量、品牌形象、舒适度等几个因素。本库鲁穆罕默德迪亚大学。本研究的人群是班库鲁穆罕默迪亚大学管理研究项目的学生。在Bengkulu市使用sensi口罩。数据收集方法为问卷调查。抽样采用目的抽样法,共180人。使用效度和信度测试对仪器进行测试。本研究的数据分析技术采用多元线性回归分析来回答假设。结果显示,新冠肺炎疫情期间,大学管理专业学生的产品质量(X1)对口罩的回购兴趣(Y)有显著正向影响。穆罕默德协会明古鲁。明库鲁穆罕默德迪亚大学管理研究项目学生的品牌形象(X2)对2019冠状病毒病大流行期间sensii口罩的回购兴趣(Y)有正向显著影响。便利性(X3)对明库鲁穆罕默德迪亚大学管理研究项目学生在covid-19大流行期间对sensi口罩的回购兴趣(Y)有正显著影响。关键词:产品质量、品牌形象、便利性、回购兴趣
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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