Kepuasan Konsumen dan Intensi Pembelian Ulang Produk Kue Artis pada Mahasiswa

Abstract

Inovasi produk dalam bidang kuliner terus berkembang di Indonesia. Salah satu bentuk inovasi tersebut adalah kue artis. Penelitian ini bertujuan untuk mengetahui hubungan antara kepuasan konsumen dan intensi pembelian ulang produk kue artis pada mahasiswa di salah satu universitas di Surakarta. Penel itian ini menggunakan purposive sampl ing dengan sampel sebanyak 450 mahasiswa yang memiliki dua kriteria, yaitu mahasiswa S1 aktif di salah satu universitas di Surakarta serta pernah membeli produk kue artis secara langsung di gerainya. Berdasarkan hasil analisis diketahui bahwa hipotesis diterima, sehingga terbukti ada hubungan yang signifikan antara kepuasan konsumen dan intensi pembelian ulang (p < .05). Hasil penelitian menunjukkan bahwa semakin tinggi tingkat kepuasan konsumen, maka semakin tinggi pula niat konsumen untuk membeli ulang produk kue artis.

Kata Kunci: kepuasan konsumen, intensi pembelian ulang

Customer Satisfaction and Repurchase Intention of Celebrity’s Cake Product among Students

Abstract. Product innovation in culinary business always to grow in Indonesia. The celebrity’s cake product as an example of product innovation in culinary business. This study aims to determine the relation between customer satisfactions and repurchase intention of celebrity’s cake product on the students in one of universities in Surakarta. This study uses purposive sampling technique with 450 samples which has two criterions; undergraduate student in one of universities in Surakarta and has experienced of buying celebrity’s cake product by visiting the outlet. The hypothesis was accepted according to the result of the analysis, so that there was a significant relationship between customer satisfaction and repurchase intention (p < .05). The results showed that the higher the customer satisfaction, the higher the repurchase intention of celebrity’s cake product.

Keywords: customer satisfaction, repurchase intention

Article History: 

Received 29 September 2019
Revised 30 May 2020
Accepted 30 May 2020