Pengaruh Citra Merek, Kualitas Produk, Dan Kualitas Layanan Terhadap Niat Beli Ulang
(Studi Kasus: Imadji Coffee di Kota Denpasar)
DOI:
https://doi.org/10.55826/jtmit.v5i2.1696Keywords:
Citra Merek, Kualitas Produk, Kualitas Layanan, Niat Beli UlangAbstract
Pesatnya pertumbuhan industri coffee shop di Kota Denpasar menciptakan persaingan pasar yang sangat kompetitif, sehingga menuntut pelaku usaha seperti Imadji Coffee untuk memahami faktor-faktor yang mendorong loyalitas konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh citra merek, kualitas produk, dan kualitas layanan terhadap niat beli ulang pelanggan Imadji Coffee di Kota Denpasar. Penelitian ini menggunakan desain asosiatif dengan pendekatan kuantitatif, di mana data dikumpulkan melalui penyebaran kuesioner kepada 150 responden yang dipilih menggunakan teknik non-probability sampling dengan metode purposive sampling. Responden penelitian ini adalah pelanggan Imadji Coffee di Kota Denpasar. Teknik analisis data yang digunakan adalah regresi linear berganda melalui perangkat lunak SPSS. Hasil penelitian menunjukkan bahwa secara parsial, variabel citra merek, kualitas produk, dan kualitas layanan masing-masing memiliki pengaruh positif dan signifikan terhadap niat beli ulang pelanggan. Pengujian secara simultan (Uji F) juga menunjukkan bahwa ketiga variabel independen tersebut berpengaruh signifikan terhadap variabel dependen dengan nilai koefisien determinasi sebesar 0,603. Hal ini mengindikasikan bahwa sebesar 60,3% niat beli ulang pelanggan dipengaruhi oleh sinergi antara citra merek yang kuat, kualitas produk yang konsisten, dan layanan yang memuaskan, sedangkan sisanya sebesar 39,7% dipengaruhi oleh faktor lain di luar model penelitian ini.
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