ANALISIS PERBANDINGAN PENGARUH KEMUDAHAN PENGGUNAAN, KEPERCAYAAN, HARGA DAN CITRA MEREK FITUR GRABFOOD DAN GOFOOD TERHADAP MINAT BELI ULANG (Studi Pada Gen X di Kota Pontianak)
| Main Author: | Olivia, Maisya |
|---|---|
| Format: | Article info eJournal |
| Bahasa: | eng |
| Terbitan: |
Jurnal Manajemen Update
, 2023
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| Online Access: |
http://jurnal.untan.ac.id/index.php/ejmfe/article/view/62732 http://jurnal.untan.ac.id/index.php/ejmfe/article/downloadSuppFile/62732/9774 |
Daftar Isi:
- ABSTRACTThis study aims to determine and provide empirical evidence regarding the comparative analysis of the effect of ease of use, trust, price and brand image on repurchase intention in Gen X in Pontianak city. This research is a causal associative research with a quantitative approach. The population of this study is all Gen X in Pontianak city who have made purchases via GrabFood and GoFood at least once. The sampling technique uses a purposive sampling method which is included in the non-probability method with a total of 100 respondents, by collecting data through a questionnaire. The data analysis method used starts from descriptive statistical analysis related to research data, discussion of research instrument tests, classical assumption tests, multiple linear regression tests, and the results of hypothesis testing which are statistically tested using the SPSS data processing program version 26. The results of the study show that the ease of use, price and brand image of the GrabFood and GoFood features have a significant effect on repurchase intention. Meanwhile, trust in the GrabFood and GoFood features has no significant effect on repurchase intention.Keywords: Ease of Use, Trust, Price, Brand Image, Repurchase Intention DAFTAR PUSTAKASuryani, T. (2013). Perilaku Konsumen di Era Internet: Implikasinya pada Strategi Manajemen. Yogyakarta: Graha Ilmu.Sugiyono. (2017). Metode Penelitian Bisnis: Pendekatan Kuantitatif, Kualitatif, Kombinasi, dan R&D. Bandung: Alfabeta.Ekaprana, I. D. G. A., Jatra, I. M., & Giantari, I. G. A. K. (2020). Pengaruh Kualitas Produk, Kualitas Layanan Dan Citra Merek Terhadap Niat Pembelian Ulang. E-Jurnal Manajemen Universitas Udayana, 9(8), 2895. https://doi.org/10.24843/ejmunud.2020.v09.i08.p01Laora, S. E., Hidayati, T., & Asnawati, A. (2021). 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