TY  - GEN
CY  - Universitas Lampung
ID  - eprints10754
UR  - http://digilib.unila.ac.id/10754/
A1  - NIKKO PRIMA S, 1016051058
Y1  - 2015/06/26/
N2  - 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
.
PB  - Fakultas Ilmu Sosial Dan Ilmu Politik
TI  - PENGARUH PENGALAMAN PELANGGAN, CITRA MEREK DAN 
PERSEPSI HARGA TERHADAP PEMBELIAN ULANG PRODUK 
MINUMAN
PANK CAFFE CAPPUCINO CINCAU
AV  - restricted
ER  -