Pengaruh Food Quality dan Brand Image Terhadap Pembelian Ulang Brownies Amanda

Utami, Sri (2022) Pengaruh Food Quality dan Brand Image Terhadap Pembelian Ulang Brownies Amanda. S1 thesis, Universitas Jambi.

[img] Text
SKRIPSI FULL SRI TAMI.pdf
Restricted to Repository staff only
Download (871kB)
[img] Text
BAB I.pdf
Download (453kB)
[img] Text
ABSTRAK.pdf
Download (152kB)
[img] Text
BAB V.pdf
Download (726kB)
[img] Text
COVER.pdf
Download (209kB)
[img] Text
DAFTAR PUSTAKA.pdf
Download (401kB)
[img] Text
HALAMAN PERSETUJUAN DAN PENGESAHAN.pdf
Download (300kB)
Official URL: https://repository.unja.ac.id/

Abstract

Penelitian ini bertujuan menganalisis pengaruh Food Quality dan Brand Image terhadap Pembelian Ulang sebagai variabel perantara. Objek penelitian ini adalah Brownies Amanda Jambi. Analisis data yang digunakan dalam penelitian ini adalah survey deskriptif kuantitatif. Jumlah sampel yang digunakan dalam penelitian ini berjumlah 97 responden. Hasil penelitian ini menunjukkan bahwa food quality dan brand image berpengaruh signifikan terhadap pembelian ulang. Pengusaha makanan harus memiliki inovasi-inovasi baru dan selalu peka mengikuti perkembangan trend yang muncul serta terus meningkatkan kualitas produk sehingga brand image yang tercipta di mata konsumen/pelanggan semakin meningkat sehingga konsumen/pelanggan terus menerus melakukan pembelian ulang. Kata Kunci : food quality, brand image dan pembelian ulang. This study aims analyze the effect of Food Quality and Brand Image on Repurchase as an intermediary variable. The object of this research is Brownies Amanda Jambi. The data analysis used in this research is a quantitative descriptive survey. The number of samples used in this study amounted to 97 respondents. The results of this study indicate that food quality and brand image have a significant effect on repeat purchases. Food entrepreneurs must have new innovations and always be sensitive to emerging trends and continue to improve product quality so that the brand image created in the eyes of consumers/customers is increasing so that consumers/customers continue to make repeat purchases. Keywords: food quality, brand image and repurchase.

Type: Thesis (S1)
Uncontrolled Keywords: food quality, brand image dan pembelian ulang
Subjects: L Education > L Education (General)
Divisions: Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User: Utami
Date Deposited: 21 Nov 2022 03:24
Last Modified: 21 Nov 2022 03:24
URI: https://repository.unja.ac.id/id/eprint/41107

Actions (login required)

View Item View Item
Repository Unja is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.