PENGARUH KUALITAS PRODUK, NILAI, INOVASI, DAN KEPOPULERAN DALAM KEPEMIMPINAN MEREK TERHADAP NIAT PEMBELIAN ULANG PELANGGAN PADA PASTA GIGI PEPSODENT DI SURABAYA
Abstract
ABSTRACT
The development of toothpaste products in Indonesia in the past few years has experienced very good development. The toothpaste industry in Indonesia is quite large because it is undeniable that toothpaste is one of the basic needs of the community. Awareness of the importance of maintaining dental and oral health in Indonesia has increased over time. This is in line with the efforts of the government and health organizations to raise awareness of the importance of dental care. This study aims to find out the influence of product quality, value, innovation, and popularity of Pepsodent toothpaste on the public's repurchase intention towards Pepsodent. This study is a causal study that analyzes and finds out the cause and effect relationship. The population in this study were consumers who purchased Pepsodent products at least 4 times. The sample in this study was 157 respondents who were taken using a questionnaire via Google Form with a non-probability sampling technique obtained from respondents processed using the SPSS technique. Which was tested using IBM-SPSS software. The results show that product quality does not have a positive effect on repurchase intention, value has a positive effect on repurchase intention, innovation has a positive effect on repurchase intention, popularity has a positive effect on repurchase intention.
ABSTRAK
Perkembangan produk pasta gigi di Indonesia dalam kurun waktu beberapa tahun ini mengalami perkembangan yang sangat bagus. Industri pasta gigi di Indonesia terbilang cukup besar karena tidak dapat dipungkiri bahwa pasta gigi menjadi salah satu produk kebutuhan pokok Masyarakat. Kesadaran akan pentingnya menjaga kesehatan gigi dan mulut di Indonesia telah meningkat seiring berjalannya waktu. Ini sejalan dengan upaya pemerintah dan organisasi kesehatan untuk meningkatkan kesadaran akan pentingnya perawatan gigi. Penelitian ini bertujuan untuk mencari tahu pengaruh antara kualitas produk, nilai, inovasi, dan kepopuleran pasta gigi Pepsodent terhadap niat pembelian ulang Masyarakat terhadap Pepsodent. Penelitian ini merupakan penelitian berjenis kausal yang menganalisis dan mencaritahu hubungan sebab akibat. Populasi dalam penelitian ini adalah konsumen yang membeli produk Pepsodent sebanyak minimal 4x. Sampel dalam penelitian ini adalah sebanyak 157 responden yang diambil menggunakan kuesioner melalui Google Form dengan teknik sampling nonpropbability yang diperoleh dari responden diolah mengginakan teknik SPSS. Yang diuji dengan menggunakan software IBM-SPSS. Hasil menunjukan kualitas produk tidak berpengaruh positif terhadap niat pembelian ulang, nilai berpengaruh positif terhadap niat pembelian ulang, inovasi berpengaruh positif terhadap niat pembelian ulang, kepopuleran berpengaruh positif terhadap niat pembelian ulang.Save to Mendeley
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DOI: https://doi.org/10.33508/jumma.v13i2.6205