Analisis Determinan yang Memengaruhi Repurchase Intention Konsumen Liquid Vape
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh brand experience, perceived value, dan product quality terhadap customer satisfaction dan repurchase intention pada konsumen Liquid Vape Paradewa. Metode yang digunakan adalah pendekatan kuantitatif dengan teknik survei online terhadap 239 responden di wilayah DKI Jakarta. Analisis data dilakukan dengan Structural Equation Modeling (SEM) berbasis AMOS. Hasil penelitian menunjukkan bahwa brand experience, perceived dan product quality berpengaruh positif dan signifikan terhadap customer satisfaction, begitu juga dengan brand experience, product quality dan customer satisfaction berpengaruh positif dan signifikan terhadap repurchase intention. Namun, perceived value tidak berpengaruh signifikan terhadap repurchase intention walaupun hubungannya positif. Temuan ini memberikan implikasi bahwa peningkatan kualitas produk dan pengalaman merek dapat mendorong loyalitas pelanggan terhadap Liquid Paradewa serta menyarankan rekomendasi bagi perusahaan untuk meningkatkan kualitas dan strategi pemasaran yang dapat membangun kepercayaan konsumen, khusunya di aspek perceived value dari produk Liquid Paradewa.
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