THE INFLUENCE OF BRAND AWARENESS, PRODUCT QUALITY, AND SERVICE QUALITY ON THE DECISION TO REPEAT ORDER MIE GACOAN AMONG STUDENTS OF THE FACULTY OF ECONOMICS AND BUSINESS, STATE UNIVERSITY OF MAKASSAR
DOI:
https://doi.org/10.61912/jeinsa.v4i2.309Kata Kunci:
Keywords: brand awareness, product quality, service quality, repeat orders.Abstrak
Penelitian ini bertujuan untuk menganalisis pengaruh kesadaran merek, kualitas produk, dan kualitas layanan terhadap keputusan untuk melakukan pembelian berulang Mie Gacoan di kalangan mahasiswa Fakultas Ekonomi dan Bisnis Universitas Negeri Makassar. Latar belakang penelitian ini didasarkan pada persaingan ketat di industri kuliner, yang mengharuskan perusahaan untuk memahami faktor-faktor yang mendorong pelanggan untuk melakukan pembelian berulang. Penelitian ini menggunakan pendekatan kuantitatif dengan desain penelitian eksploratif dan melibatkan 100 responden yang dipilih melalui purposive sampling. Data dikumpulkan menggunakan kuesioner skala penilaian dan dianalisis melalui regresi linier berganda. Hasil penelitian menunjukkan bahwa kesadaran merek memiliki pengaruh signifikan namun negatif terhadap pembelian berulang, menunjukkan ketidaksesuaian antara citra merek yang dirasakan pelanggan dan pengalaman konsumsi aktual mereka. Kualitas produk menunjukkan pengaruh positif dan signifikan, menekankan bahwa konsistensi rasa dan kualitas merupakan pertimbangan utama dalam keputusan pembelian berulang. Kualitas layanan juga menunjukkan pengaruh signifikan melalui kecepatan, keramahan, dan kenyamanan layanan. Secara bersamaan, ketiga variabel tersebut secara signifikan memengaruhi pembelian berulang, menunjukkan bahwa pengalaman konsumsi aktual memainkan peran yang lebih kuat daripada citra merek dalam membentuk loyalitas pelanggan.
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