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PENGARUH PENGALAMAN PELANGGAN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP PEMBELIAN ULANG PRODUK MINUMAN PANK CAFFE CAPPUCINO CINCAU
ABSTRAK PENGARUH PENGALAMAN PELANGGAN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP P EMBELIAN ULANG PRODUK MINUMAN PANK CAFFE CAP P UCINO CINCAU Oleh NIKKO PRIMA S Penelitian ini bertujuan untuk mengetahui pengaruh pengalaman pelanggan, citra merek dan persepsi harga terhadap pembelian ulang produk minuman Pank Caffe Cappucino Cincau . Jenis penelitian ini menggunakan rancangan penelitian kausal, populasi penelitian ini adalah seluruh konsumen produk Pank Caffe Cappu cino Cincau di Bandar Lampung dengan jumlah sampel sebanyak 6 0 responden. Penelitian ini menggunakan teknik pengambilan sampel nonprobability sampling dengan metode accidental sampling . Metode analisis yang digunakan adalah regresi linier berganda. Hasil a nalisis data menunjukan bahwa secara parsial t erdapat dua variabel independen yaitu, citra merek dan persepsi harga yang memiliki pengaruh signifikan terhadap pembelian ulang pada produk Pank Caffe Cappucino Cincau . Sedangkan variabel pengalaman pelanggan tidak terdapat pengaruh yang signifikan terhadap pembelian ulang konsumen. Secara simultan, tiga variabel independen secara bersama - sama berpengaruh signifikan terhadap variabel dependen (Y). Kesimpulan: citra merek dan persepsi harga memiliki pengaruh ter hadap pembelian ulang konsumen pada produk Pank Caffe Cappucino Cincau . Saran: untuk penelitian selanjutnya agar bisa menambah variabel seperti kualitas produk, promosi, lokasi, kelompok acuan dan menggunakan jenis data penelitian kualitatif. Kata Kunci: Pengalaman Pelanggan, Citra Merek, Persepsi Harga, Pembelian Ulang . ABSTRACT INFLUENCE THE CUSTOMER EXPERIENCE, BRAND IMAGE AND PERCEPTION OF THE PRICE TO RE - PURCHASE THE BEVERAGE PRODUCT PANK CAFFE CAPPUCINO CINCAU By NIKKO PRIMA S The purpose of this research was determining the effect of customer experience , brand image and perception of the price on consumer re - purchase in product s Pank Caffe Cappucino Cincau . The type of this research is causal research , and the populat i on is the intire customer Pank Caffe Cappucino Cincau in Bandar Lampung with the number of respondent is 60 respondents. Technique of this research is nonprobability sampling with accidental sampling method and analized using multiple linier regression . Th e result show that partially two independent variables which brand image and perception of the price have significant influence on re - purchase of products Pank Caffe Cappucino Cincau . Meanwhile, the customer experience has no significant effect on re - purchase . Simultaneously , the three independent variables together have significant effects to dependent variable . Conclusion : brand image and perception of the price have significant influence on re - purchase customers in products Pank Caffe Cappucino C incau . Suggestion : for further research in order to add variables such as product quality , promotion , location, reference group and use the type of research data is qualitative . K eywords : cust omer experience, brand image, perception of the price, re - purchase .
PENGARUH PENGALAMAN PELANGGAN, CITRA MEREK DAN PERSEPSI HARGA TERHADAP PEMBELIAN ULANG PRODUK MINUMAN PANK CAFFE CAPPUCINO CINCAU (File PDF)
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