ANALISIS PENGARUH PRODUCT ATTRIBUTES TERHADAP PERCEIVED VALUE DAN REPURCHASE INTENTION KONSUMEN OPEN DISPLAY BAKERY DI SURABAYA

Mariani Sekarwati(1*),


(1) 
(*) Corresponding Author

Abstract


Penelitian ini dilakukan untuk mengetahui peran product attributes sehubungan dengan perceived value yang diperoleh konsumen, dan niat konsumen untuk melakukan pembelian ulang, serta perbedaan besar pengaruh masing-masing intrinsic attributes dan extrinsic attributes terhadap repurchase intention. Responden dalam penelitian ini berjumlah 125 orang dengan menggunakan teknik judgmental sampling.  Penelitian ini merupakan penelitian kausal kuantitatif, dengan menggunakan Analisis Deskriptif dan Analisis Jalur (Path Analysis). Hasil penelitian menunjukkan bahwa intrinsic attributes berpengaruh tidak signifikan terhadap seluruh elemen perceived value, sedangkan extrinsic attributes memiliki pengaruh signifikan. Dalam hubungannya terhadap repurchase intention, product attributes berpengaruh secara langsung dan tidak memerlukan variabel perceived value sebagai mediator.

 


Keywords


Product Attributes, Perceived Value, Repurchase Intention

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References


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