Pengaruh Persepsi Harga, Kepercayaan Merek, dan Preferensi Merek terhadap Niat Pembelian Ulang

Mutia Dira Syafitri; Taufiq Ismail

doi:10.29313/jrmb.v4i2.5183

Authors

Mutia Dira Syafitri Departemen Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Brawijaya, Malang, Indonesia
Taufiq Ismail Departemen Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Brawijaya, Malang, Indonesia

DOI:

https://doi.org/10.29313/jrmb.v4i2.5183

Keywords:

Kepercayaan Merek, Preferensi Merek, Persepsi Harga

Abstract

Abstrak. Tujuan artikel ini adalah untuk mengetahui pengaruh persepsi harga, kredibilitas merek, dan preferensi merek terhadap niat beli ulang produk kecantikan Warda. Artikel ini merupakan penelitian eksplanatori yang bertujuan untuk menjelaskan hubungan sebab akibat antar variabel melalui pengujian hipotesis. Sampel artikel ini diambil dengan menggunakan metode non-probability sampling dengan teknik purposive sampling. Besar sampel yang digunakan sebanyak 423 responden dan kriterianya adalah wanita berusia di atas 17 tahun dan pernah membeli produk kecantikan Wardah. Data dikumpulkan melalui kuesioner, penelitian literatur, dan penelitian internet. Analisis data dengan IBM SPSS Statistics 29.0. Metode analisis yang digunakan meliputi analisis deskriptif, uji kelayakan instrumen, uji hipotesis klasik, regresi linier berganda, dan uji hipotesis. Hasil artikel ini menunjukkan bahwa variabel persepsi harga, kepercayaan merek, dan preferensi merek mempunyai pengaruh positif dan signifikan terhadap minat beli ulang.

Abstract. This study aims to determine how people's intention to buy beauty items is influenced by perceived price, brand preference, and brand trust. Through hypothesis testing, this explanatory investigation clarifies the causal relationship between variables. 423 women who had bought and used Wardah items and were at least seventeen years old were chosen as respondents using the non-probability selection method and purposive sample methodology. Data was collected via surveys and subjected to multiple linear regression analysis after the instrument was evaluated using the traditional assumption test. IBM SPSS Statistics 29.0 was used for all statistical procedures, including the hypothesis test. According to this study, Repurchase Intention is positively and significantly impacted by Perceived Price, Brand Trust, and Brand Preference.

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