CD Skripsi

Pengaruh Brand Image Dan Kualitas Produk Terhadap Minat Beli Ulang Mixue

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The aim of this study was to determine the effect of brand image and product quality on Mixue's repurchase intention. The research population is all Mixue consumers whose numbers are unknown. The research sample was 100 respondents. The sampling technique used purposive sampling with sample criteria at least 3 times making a purchase. Data was obtained by distributing questionnaires directly and analyzed by multiple linear regression. The results showed that brand image and product quality simultaneously affect repurchase intention. Brand image has no effect on repurchase intention, because consumers do not need a brand to make purchases and also the influence of other brands such as the Momoyo brand. Consumers are more likely to make repeat purchases because of the low price and good taste. Product quality has a positive and significant effect on repurchase interest. The better the quality of Mixue products, the more interest in repurchasing Mixue products will increase.

Keywords : Brand Image, Product Quality, Repurchase Intention

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Ketersediaan

Informasi Detail

Judul Seri

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No. Panggil

2005113218

Penerbit

Pekanbaru : Universitas Riau FKIP Pendidikan Ekonomi., 2024

Deskripsi Fisik

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Bahasa

Indonesia

ISBN/ISSN

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Klasifikasi

2005113218

Tipe Isi

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Tipe Media

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Tipe Pembawa

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Edisi

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Subjek

PENDIDIKAN EKONOMI

Info Detail Spesifik

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Pernyataan Tanggungjawab

Jaka

Versi lain/terkait

Lampiran Berkas

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