The Role of Perceived Value, Customer Satisfaction and Brand Preference on Increasing Repurchase Intention in Fast Food Product
Peran Perceived Value, Customer Satisfaction, dan Brand Preference terhadap Peningkatan Repurchase Intention pada Produk Fast Food
DOI:
https://doi.org/10.21070/ups.1479Keywords:
Perceived Value, Costumer Satisfaction, Brand Preference, Repurchase IntentionAbstract
This study aims to examine the effect of Perceived Value and Customer Satisfaction on Brand Preference and the effect of Perceived Value, Customer Satisfaction and Brand Preference on increasing Repurchase Intention. This study uses a quantitative method with a population of all consumers who have visited and purchased Sidoarjo richeese factory products. The research sample is 100 respondents. The sampling technique is non-probability sampling with the accidental sampling method. Data analysis was carried out using the SEM method with the help of Smart PLS version 4.0 software. The results of the analysis show that (1) perceived value has a positive effect on brand preference (2) customer satisfaction has a positive effect on brand preference (3) perceived value has a positive effect on repurchase intention (4) customer satisfaction has a positive effect on repurchase intention (5) brand preference has an effect positive on repurchase intention.
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