Pengaruh product quality dan e-Wom terhadap repurchase intention melalui brand image pada produk Mixue di Kota Malang

INDONESIA :

Repurchase intention atau niat membeli ulang merupakan salah satu tujuan utama dari strategi pemasaran yang direncanakan oleh setiap pelaku bisnis dan usaha. Dalam perumusan strategi yang ada, pelaku bisnis akan menetapkan dasar dan dimensi yang tentunya mempengaruhi niat membeli ulang dari seorang konsumen. Proses pembentukan niat pembelian ulang dari konsumen terjadi akan beberapa hal dan faktor yang menstimulus bagaimana konsumen akan melakukan pembelian yang berkelanjutan, sehingga dibutuhkannya dimensi utama yang memicu niat konsumen tersebut. Berdasarkan latar belakang tersebut penelitian ini dilakukan dengan judul “Pengaruh Product Quality dan E-Wom Terhadap Repurchase Intention Melalui Brand Image pada Produk Mixue Di Kota Malang”.

Tujuan dari penelitian ini adalah untuk mengetahui pengaruh langsung product quality dan electronic word-of-mouth terhadap repurchase intention yang dimediasi oleh brand image pada produk Mixue di Kota Malang, yang terjadi dikarenakan adanya fenomena dari brand Mixue yang mulai menjamur disetiap daerah Indonesia. Metode penelitian ini menggunakan pendekatan kuantitatif, sampel yang digunakan sebanyak 145 responden konsumen Mixue di Kota Malang yang terbagi dalam 5 kecamatan dengan metode purposive sampling. Variabel yang menjadi variabel independen adalah product quality (X1) dan electronic word-of-mouth (X2), variabel mediasi brand image (Z) variabel dependen dari penelitian ini repurchase intention (Y).

Hasil penelitian ini menunjukkan bahwa terdapat pengaruh langsung dan signifikan product quality dan electronic word-of-mouth terhadap brand image produk Mixue, terdapat pengaruh langsung yang signifikan brand image terhadap repurchase intention, serta brand image mampu memediasi hubungan antara product quality dan electronic word-of-mouth terhadap repurchase intention pada produk Mixue di Kota Malang. Hasil tersebut menyatakan bahwa produk mixue yang memiliki kualitas baik sangat menyempurnakan kebutuhan konsumen dan penyampaian informasi yang akurat oleh electronic word-of-mouth menjawab keinginan konsumen terkait produk yang berdampak pada pandangan positif akan brand image produk Mixue yang menstimulus konsumen dalam hadirnya repurchase intention.

ENGLISH:

Repurchase intention is one of the main objectives of the marketing strategy planned by every business person and business. In formulating existing strategies, business people will set the basis and dimensions which of course affect the repurchase intention of a consumer. The process of forming repurchase intentions from consumers occurs due to several things and factors that stimulate how consumers will make sustainable purchases, so that the main dimensions that trigger these consumer intentions are needed. Based on this background, this research was conducted with the title "The Influence of Product Quality and E-Wom on Repurchase Intention Through Brand Image on Mixed Products in Malang City".

The purpose of this study was to determine the direct effect of product quality and electronic word-of-mouth on repurchase intention mediated by brand image on Mixue products in Malang City, which occurred due to the phenomenon of the Mixue brand which began to mushroom in every region of Indonesia. This research method uses a quantitative approach, the sample used is 145 Mixue consumer respondents in Malang City which is divided into 5 sub-districts with a purposive sampling method. The independent variables are product quality (X1) and electronic word-of-mouth (X2), the mediating variable brand image (Z) the dependent variable of this study is repurchase intention (Y).

The results of this study indicate that there is a direct and significant effect of product quality and electronic word-of-mouth on the brand image of Mixue products, there is a significant direct effect of brand image on repurchase intention, and brand image is able to mediate the relationship between product quality and electronic word-of-mouth. -mouth towards repurchase intention on Mixue products in Malang City. These results state that Mixue products that have good quality greatly enhance consumer needs and the delivery of accurate information by electronic word-of-mouth answers consumer desires regarding products that have an impact on a positive view of the brand image of Mixue products that stimulate consumers in the presence of repurchase intention.

ARABIC:

ﻧﻴﺔﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍءﺃﻭ ﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء ﻫﻲ ﺃﺣﺪ ﺍﻷﻫﺪﺍﻑ ﺍﻟﺮﺉﻴﺴﻴﺔ ﻻﺳﺘﺮﺍﺗﻴﺠﻴﺔ ﺍﻟﺘﺴﻮﻳﻖﺍﻟﻤﺨﻄﻂ ﻟﻬﺎ ﻣﻦ ﻗﺒﻞ ﻛﻞ ﺭﺟﻞ ﺃﻋﻤﺎﻝ ﻭﺭﺟﺎﻝ ﺃﻋﻤﺎﻝ. ﻋﻨﺪ ﺻﻴﺎﻏﺔ ﺍﻻﺳﺘﺮﺍﺗﻴﺠﻴﺎﺕ ﺍﻟﺤﺎﻟﻴﺔ ،ﺳﻴﻀﻊ ﺭﺟﺎﻝ ﺍﻷﻋﻤﺎﻝ ﺍﻷﺳﺎﺱ ﻭﺍﻷﺑﻌﺎﺩ ﺍﻟﺘﻲ ﺗﺆﺛﺮ ﺑﺎﻟﻄﺒﻊ ﻋﻠﻰ ﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء ﻟﻠﻤﺴﺘﻬﻠﻚ.ﺗﺤﺪﺙ ﻋﻤﻠﻴﺔ ﺗﻜﻮﻳﻦ ﻧﻮﺍﻳﺎ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء ﻣﻦ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺴﺒﺐ ﺍﻟﻌﺪﻳﺪ ﻣﻦ ﺍﻷﺷﻴﺎءﻭﺍﻟﻌﻮﺍﻣﻞ ﺍﻟﺘﻲ ﺗﺤﻔﺰ ﻛﻴﻔﻴﺔ ﻗﻴﺎﻡ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺑﺈﺟﺮﺍء ﻋﻤﻠﻴﺎﺕ ﺷﺮﺍء ﻣﺴﺘﺪﺍﻣﺔ ، ﺑﺤﻴﺚﺗﻜﻮﻥ ﻫﻨﺎﻙ ﺣﺎﺟﺔ ﺇﻟﻰ ﺍﻷﺑﻌﺎﺩ ﺍﻟﺮﺉﻴﺴﻴﺔ ﺍﻟﺘﻲ ﺗﺆﺩﻱ ﺇﻟﻰ ﻧﻮﺍﻳﺎ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻫﺬﻩ. ﺑﻨﺎء ً ﻋﻠﻰﻫﺬﻩ ﺍﻟﺨﻠﻔﻴﺔ ، ﺗﻢ ﺇﺟﺮﺍء ﻫﺬﺍ ﺍﻟﺒﺤﺚ ﺗﺤﺖ ﻋﻨﻮﺍﻥ "ﺍﻟﺘﺄﺛﻴﺮﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞﻭE-Womﻝﻧﻴﺔ ﺇﻋﺎﺩﺓﺍﻟﺸﺮﺍءﺧﻼﻝ ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔﻋﻠﻰ ﻣﻨﺘﺠﺎﺕ Mixue ﻓﻲ ﻣﺪﻳﻨﺔ ﻣﺎﻻﻧﺞ ."

ﺍﻟﻐﺮﺽﻣﻦ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﻫﻮ ﺗﺤﺪﻳﺪ ﺍﻟﺘﺄﺛﻴﺮ ﺍﻟﻤﺒﺎﺷﺮ ﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞ ﻭﺍﻟﻜﻼﻡ ﺍﻟﺸﻔﻬﻲ ﺍﻹﻟﻜﺘﺮﻭﻧﻲﻝﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء ﺑﻮﺳﺎﻃﺔﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔﻋﻠﻰ ﻣﻨﺘﺠﺎﺕ Mixue ﻓﻲ ﻣﺪﻳﻨﺔMalang ، ﻭﺍﻟﺬﻱ ﺣﺪﺙ ﺑﺴﺒﺐ ﻇﺎﻫﺮﺓ ﻣﺎﺭﻛﺔ Mixue ﺍﻟﺘﻲ ﺑﺪﺃﺕ ﻓﻲ ﺍﻻﻧﺘﺸﺎﺭ ﻓﻲ ﻛﻞﻣﻨﻄﻘﺔ ﻣﻦ ﻣﻨﺎﻃﻖ ﺇﻧﺪﻭﻧﻴﺴﻴﺎ. ﺗﺴﺘﺨﺪﻡ ﻃﺮﻳﻘﺔ ﺍﻟﺒﺤﺚ ﻫﺬﻩ ﻧﻬﺠﺎً ﻛﻤﻴﺎً ، ﻭﺍﻟﻌﻴﻨﺔ ﺍﻟﻤﺴﺘﺨﺪﻣﺔﻫﻲ 145 ﻣﺴﺘﻬﻠﻜﺎً ﻣﻦ ﻣﺴﺘﻬﻠﻜﻲ Mixue ﻓﻲ ﻣﺪﻳﻨﺔ ﻣﺎﻻﻧﺞ ﻭﺍﻟﺘﻲ ﺗﻨﻘﺴﻢ ﺇﻟﻰ 5ﻣﻨﺎﻃﻖ ﻓﺮﻋﻴﺔ ﺑﺎﺳﺘﺨﺪﺍﻡ ﺍﻟﻄﺮﻳﻘﺔﺃﺧﺬ ﺍﻟﻌﻴﻨﺎﺕ ﺍﻟﻬﺎﺩﻑ. ﺍﻟﻤﺘﻐﻴﺮ ﺍﻟﺬﻱ ﻳﺼﺒﺢ ﺍﻟﻤﺘﻐﻴﺮ ﺍﻟﻤﺴﺘﻘﻞﻫﻮﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞ ﻭ )X1(ﺷﻔﻬﻲ ﺇﻟﻜﺘﺮﻭﻧﻲ)ﻣﺘﻐﻴﺮ ﻭﺳﻴﻂ ، X2(ﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔﺍﻟﺘﺠﺎﺭﻳﺔ)ﺽ( ﺍﻟﻤﺘﻐﻴﺮ ﺍﻟﺘﺎﺑﻊ ﻟﻬﺬﻩ ﺍﻟﺪﺭﺍﺳﺔﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء)ﺹ.(

ﺗﺸﻴﺮﻧﺘﺎﺉﺞ ﻫﺬﻩ ﺍﻟﺪﺭﺍﺳﺔ ﺇﻟﻰ ﻭﺟﻮﺩ ﺗﺄﺛﻴﺮ ﻣﺒﺎﺷﺮ ﻭﻣﻌﻨﻮﻱﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞﻭﺷﻔﻬﻲ ﺇﻟﻜﺘﺮﻭﻧﻲﻝﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻣﻨﺘﺠﺎﺕ Mixue ، ﻫﻨﺎﻙ ﺗﺄﺛﻴﺮ ﻣﺒﺎﺷﺮ ﻛﺒﻴﺮﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔ ﻝﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء، ﺇﻟﻰ ﺟﺎﻧﺐﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔ ﺍﻟﺘﺠﺎﺭﻳﺔﻗﺎﺩﺭﺓ ﻋﻠﻰ ﺍﻟﺘﻮﺳﻂ ﻓﻲ ﺍﻟﻌﻼﻗﺔﺑﻴﻦﺟﻮﺩﺓ ﺍﻟﻤﻨﺘﺞﻭﺷﻔﻬﻲ ﺇﻟﻜﺘﺮﻭﻧﻲﻝﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍءﻋﻠﻰ ﻣﻨﺘﺠﺎﺕ Mixue ﻓﻲ ﻣﺪﻳﻨﺔﻣﺎﻻﻧﺞ. ﺗﺸﻴﺮ ﻫﺬﻩ ﺍﻟﻨﺘﺎﺉﺞ ﺇﻟﻰ ﺃﻥ ﻣﺰﺝ ﺍﻟﻤﻨﺘﺠﺎﺕ ﺫﺍﺕ ﺍﻟﺠﻮﺩﺓ ﺍﻟﺠﻴﺪﺓ ﻳﻌﺰﺯ ﺑﺸﻜﻞ ﻛﺒﻴﺮﺍﺣﺘﻴﺎﺟﺎﺕ ﺍﻟﻤﺴﺘﻬﻠﻚ ﻭﻳﻨﻘﻞ ﻣﻌﻠﻮﻣﺎﺕ ﺩﻗﻴﻘﺔ ﻋﻦ ﻃﺮﻳﻖﺷﻔﻬﻲ ﺇﻟﻜﺘﺮﻭﻧﻲﺍﻹﺟﺎﺑﺔ ﻋﻠﻰ ﺭﻏﺒﺎﺕﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﺍﻟﻤﺘﻌﻠﻘﺔ ﺑﺎﻟﻤﻨﺘﺠﺎﺕ ﺍﻟﺘﻲ ﻟﻬﺎ ﺗﺄﺛﻴﺮ ﻋﻠﻰ ﻭﺟﻬﺎﺕ ﺍﻟﻨﻈﺮ ﺍﻹﻳﺠﺎﺑﻴﺔﺻﻮﺭﺓ ﺍﻟﻌﻼﻣﺔﺍﻟﺘﺠﺎﺭﻳﺔﻣﻨﺘﺠﺎﺕ Mixue ﺍﻟﺘﻲ ﺗﺤﻔﺰ ﺍﻟﻤﺴﺘﻬﻠﻜﻴﻦ ﻓﻲ ﻭﺟﻮﺩﻫﺎﻧﻴﺔ ﺇﻋﺎﺩﺓ ﺍﻟﺸﺮﺍء.