PENGARUH KERAGAMAN MENU, HARGA dan CITRA MEREK TERHADAP KEPUTUSAN PEMBELIAN ULANG (STUDI KASUS PADA KONSUMEN SEGO SAMBAL SARUMPET MALANG
| Main Authors: | Solihah, Sofiatus, Widarko, Agus, Hufron, M. |
|---|---|
| Format: | Article info application/pdf eJournal |
| Bahasa: | eng |
| Terbitan: |
UNIVERSITAS ISLAM MALANG
, 2019
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| Online Access: |
http://riset.unisma.ac.id/index.php/jrm/article/view/4659 http://riset.unisma.ac.id/index.php/jrm/article/view/4659/4224 |
Daftar Isi:
- ABSTRACTIn the world of economy business development is getting tougher. In the challenge of competition companies must be able to read and optimize their economic resources in order to increase the competitiveness of their products in the market, and be able to develop effective marketing strategies and always develop marketing strategies so that they can continue to run well. The population in this study were consumers in the whole sambel sarumpet Jl. Villa Bukit Tidar No.405 Malang. The sample in this study uses accidental sampling, which is based on consumers who were met when buying sambal sarumpet, compilation was done, with the number of samples obtained as many as 90 respondents. Evaluation technique shows: (1) Menu variation has a positive and significant effect on repurchase decisions. (2) Price of a positive and significant decision on a repeat purchase decision. (3) Brand image is positive and significant to repeat purchase decisions.Keywords: Brand Image, Price Perception, Service Quality, and Purchasing Decision