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NIAT KONSUMEN MEMBELI ULANG PRODUK MEWAH SMARTPHONE

E-Jurnal Ekonomi dan Bisnis

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Title NIAT KONSUMEN MEMBELI ULANG PRODUK MEWAH SMARTPHONE
NIAT KONSUMEN MEMBELI ULANG PRODUK MEWAH SMARTPHONE
 
Creator Core, Claudia Lorenzia
Suprapti, Ni Wayan Sri
 
Description Penelitian ini bertujuan untuk menguji faktor-faktor yang mempengaruhi niat konsumen kota Denpasar membeli ulang produk smartphone merek iPhone, yaitu inersia konsumen, nilai mewah, atribut produk, kepuasan pelanggan dan aspek sosial. Penelitian ini juga menguji efek mediasi kepuasan pelanggan terhadap hubungan antara atribut produk dan niat beli ulang, serta peran moderator aspek sosial terhadap hubungan antara inersia konsumen dan niat beli ulang. Responden yang berpartisipasi dalam penelitian ini sebanyak 154 orang yang memenuhi kriteria sampel yaitu berdomisili di kota Denpasar, sudah lulus SMA dan sedang menggunakan smartphone merek iPhone.  Hasil penelitian menunjukkan bahwa inersia konsumen tidak berpengaruh pada niat beli ulang. Selanjutnya ditemukan bahwa atribut produk merupakan pendorong utama kepuasan pelanggan dan niat beli ulang. Kepuasan pelanggan juga ditemukan memediasi hubungan antara atribut produk dan niat beli ulang. Selain atribut produk, nilai mewah ditemukan mampu mendorong niat beli ulang serta aspek sosial memperkuat hubungan antara inersia konsumen dan niat beli ulang.
 
Kata kunci: Niat Beli Ulang, Inersia Konsumen, Atribut Produk, Kepuasan, Aspek Sosial
 
ABSTRACT
 
This study aims to examine the factors that influence the intention of Denpasar city consumers to repurchase the iPhone brand smartphone products, namely consumer inertia, luxury value, product attributes, customer satisfaction and social aspects. The study also tested the effect of customer satisfaction mediation on the relationship between product attributes and re-purchase intentions, as well as the role of moderator of social aspects of the relationship between consumer inertia and repurchase intentions. Respondents who participated in this study as many as 154 people who meet the sample criteria that are domiciled in Denpasar city, have graduated high school and are using smartphone brand iPhone. The results showed that consumer inertia has no effect on repurchase intention. It was further discovered that product attributes were a key driver of customer satisfaction and repurchase intentions. Customer satisfaction is also found to mediate the relationship between product attributes and repurchase intentions. In addition to product attributes, the luxury value found to be able to encourage repurchase intention as well as social aspects strengthens the relationship between consumer inertia and repurchase intentions.
 
Keywords: Repeat Purchase Intention, Consumer Inertia, Product Attribute, Satisfaction, Social Influence
 
 
Publisher E-Jurnal Ekonomi dan Bisnis Universitas Udayana
 
Date 2018-06-22
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier https://ojs.unud.ac.id/index.php/EEB/article/view/37255
 
Source E-Jurnal Ekonomi dan Bisnis Universitas Udayana; VOLUME.07.NO.06.TAHUN 2018; 1565-1588
 
Language eng
 
Relation https://ojs.unud.ac.id/index.php/EEB/article/view/37255/24408
 
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