Analisis Faktor-Faktor yang Mempengaruhi Niat Membeli Kembali Terhadap Minuman Bubble Milk Tea Di Kota Batam
Abstract
Minuman teh dikenal sebagai minuman sehari-hari, kini minuman teh telah berubah dengan mengikuti perubahan zaman, menjadi minuman milenial kekinian berupa minuman bubble milk tea yang sangat digemari oleh kelompok usia muda. Permasalahannya apa yang menjadi motivasi seorang pelanggan untuk membeli kembali minuman bubble milk tea yang sudah pernah dibeli, atau akan dibeli dikemudian hari. Penelitian ini bertujuan untuk menganalisis pengaruh harga, kepuasan pelanggan dan merek terhadap niat membeli kembali minuman bubble milk tea di Kota Batam. Menggunakan metode kuantitatif dengan teknik analisis statistik regresi linear berganda dengan program SPSS. Hasil penelitian menunjukkan bahwa terdapat pengaruh yang tidak signifikan antara harga terhadap niat membeli kembali, dan pengaruh signifikan antara merek dengan kepuasan pelanggan terhadap niat membeli kembali. Analisis ini dilakukan untuk memperjelas langkah yang dapat dilakukan bagi penjual yang ingin membuka atau membuat merek untuk minuman buble milk tea. Agar pebisnis minuman yang akan membuat merek untuk minuman buble milk tea dapat mempelajari terlebih dahulu, apa yang dicari oleh pelanggan, siapa target pembeli minuman buble milk tea, untuk keuntungan saja, atau memang ingin bisnisnya dalam jangka panjang hingga menjadi merek yang terkenal.
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DOI: https://doi.org/10.17509/jbme.v7i1.44138
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