Faktor-faktor yang mempengaruhi niat beli ulang Mie Gacoan Tuban
DOI:
https://doi.org/10.60036/jbm.808Keywords:
Niat Beli Ulang, Kesehatan, Rasa, HargaAbstract
Industri makanan cepat saji semakin kompetitif, sehingga pemahaman faktor yang mendorong niat beli ulang menjadi penting untuk keberlanjutan bisnis. Penelitian ini menganalisis pengaruh rasa, kewajaran harga, pengalaman konsumen, dan kesehatan terhadap niat beli ulang pada Mie Gacoan Tuban. Data diperoleh melalui survei dengan teknik accidental sampling pada 112 responden. Data dianalisis menggunakan Structural Equation Modeling melalui SmartPLS 4. Hasil menunjukkan rasa berpengaruh signifikan terhadap niat beli ulang, sedangkan kewajaran harga, pengalaman konsumen, dan kesehatan tidak berpengaruh langsung. Selain itu, kesehatan tidak signifikan sebagai variabel moderator. Dengan demikian, penelitian ini menegaskan bahwa rasa merupakan faktor kunci pembelian ulang, sementara faktor lainnya memiliki peran terbatas. Implikasinya, perusahaan perlu memfokuskan strategi pada peningkatan dan konsistensi kualitas rasa sebagai keunggulan bersaing utama.
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Copyright (c) 1970 Lambok Nababan, Moh. Ali Al Kafit, M. Kholilurrohman, Erlangga Joko Ariyanto
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