Pengaruh Brand Trust, Kualitas Produk, Perceived Price, Perceived Value terhadap Minat Membeli Kembali Produk Sunscreen Madam Gie pada Mahasiswa Universitas Wijayakusuma Purwokerto

Yofita Hartanti; Arinastuti Arinastuti; Wisnu Wijayanto

doi:10.47134/umkm.v2i1.803

Authors

Yofita Hartanti Universitas Wijayakusuma Purwokerto
Arinastuti Universitas Wijayakusuma Purwokerto
Wisnu Wijayanto Universitas Wijayakusuma Purwokerto

DOI:

https://doi.org/10.47134/umkm.v2i1.803

Keywords:

Minat membeli kembali, Brand Trust, Kualitas Produk, Perceived Price, Perceived Value

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand trust, kualitas produk, perceived price dan perceived value terhadap minat membeli kembali. Populasi dalam penelitian ini adalah mahasiswa Universitas Wijayakusuma Purwokerto yang menggunakan produk Sunscreen Madam Gie dengan populasi telah diketahui dalam penelitian ini adalah 100 responden. Metode pengambilan sampel menggunakan teknik purposive sampling. Alat analisis yang digunakan yaitu analisis regresi linier berganda. Hasil penelitian menyatakan bahwa brand trust dan kualitas produk berpengaruh positif dan signifikan terhadap minat membeli kembali, perceived price tidak berpengaruh terhadap minat membeli kembali dan perceived value berpengaruh negative dan signifikan terhadap minat membeli kembali produk Sunscreen Madam Gie pada mahasiswa Universitas Wijayakusuma Purwokerto. Untuk implikasi dalam penelitian ini diharapkan perusahaan memberikan informasi yang jelas mengenai produk mereka, melakukan inovasi desain pada kemasan, meningkatkan strategi harga yang efektif untuk meningkatkan penjualan seperti diskon serta promosi dan mengembangkan strategi pemasaran yang efektif untuk meningkatkan kesadaran serta minat konsumen terhadap Sunscreen Madam Gie.

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