PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN PRICE TERHADAP RE-PURCHASE INTENTION PELANGGAN BLOOMERY PATISSERIE CABANG KEPRABON (Studi Kasus Pada Konsumen Bloomery Patisserie)

  • Nahya Masitoh Universitas Muhammadiyah Surakarta
  • Jati Waskito Universitas Muhammadiyah Surakarta

Abstract

The purpose of this research is to analyze and discuss the influence of Electronic Word of Mouth, Brand Image, and Price toward re-purchase intention. This research is a type of quantitative research using 166 samples of respondents. Data collected through questionnaires were analyzed using Structural Equation Model (SEM) analysis with Smart Partial Least Square (PLS).


The results of this research show that Electronic Word of Mouth, Brand Image, and Price have a positive and significant effect on repurchase intentions for Bloomery Patisserie Products. Based on the conclusions that have been given, suggestions can be put forward for the Bloomery Patisserie company to work together with Influencers and consumers to provide reviews regarding the taste of the product after contact so that the price set by the company matches the taste of the product. Future researchers can add several other variables related to this research so that they can complete the variables that will be tested in this research

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Published
2024-02-17
How to Cite
MASITOH, Nahya; WASKITO, Jati. PENGARUH ELECTRONIC WORD OF MOUTH, BRAND IMAGE, DAN PRICE TERHADAP RE-PURCHASE INTENTION PELANGGAN BLOOMERY PATISSERIE CABANG KEPRABON (Studi Kasus Pada Konsumen Bloomery Patisserie). Jurnal Manajemen, [S.l.], v. 14, n. 1, p. 194 - 210, feb. 2024. ISSN 2541-4348. Available at: <https://jurnalfe.ustjogja.ac.id/index.php/manajemen/article/view/4169>. Date accessed: 25 apr. 2024. doi: https://doi.org/10.30738/jm.v14i1.4169.