Analisa Faktor yang Mempengaruhi Konsumen Minuman Boba Membeli Ulang Dan Berpromosi Mulut Ke Mulut di Batam
Abstract
Penelitian ini bertujuan untuk menganalis faktor-faktor yang mempengaruhi konsumen minuman boba untuk membeli ulang dan berpromosi dari mulut ke mulut dikarenakan beberapa faktor yaitu promosi harga, citra merek, kualitas minuman, dan nilai yang dirasakan yang berpengaruh terhadap kepuasan pelanggan untuk membeli kembali dan mempromosikan dari mulut ke mulut pada minuman boba yang ada di Kota Batam. Kuesioner yang disebarkan berdomisili di kota Batam dan juga mempunyai kegemaran terhadap minuman boba. Pengambilan sampel pada penelitian ini difokuskan untuk para pengguna sosial media aktif yang mempunyai ketertarikan untuk membeli ulang dan berpromosi dari mulut ke mulut terhadap minuman boba dengan berbagai merek seperti Chat Time, Xi Boba, Boba King, Xing Fu Tang, KOI The, dan Street Boba serta minuman boba merek lainnya yang ada di Kota Batam. Pada studi penelitian ini terdapat sejumlah 21 pertanyaan terkait pada kuesioner penelitian ini, maka banyaknya sampel yang dibutuhkan minimum berjumlah 352 responden. Namun, untuk mencegah kekurangan data dan memastikan keakuratan data yang diperoleh, maka jumlah kuesioner yang dibagikan sebanyak 352 kuesioner melalui Google Form.
Kata Kunci : Promosi Harga; Citra Merek; Kualitas Minuman; Nilai Manfaat; Kepuasan Pelanggan; Pembelian
Abstract
This study aims to analyze the factors that influence boba drink consumers to repurchase and promote by word of mouth due to several factors, namely price promotion, brand image, drink quality, and perceived value that affect customer satisfaction to repurchase and promote from word of mouth on boba drinks in Batam City. The questionnaires distributed are domiciled in the city of Batam and also have a penchant for boba drinks. Sampling in this study focused on active social media users who have an interest in repurchasing and word of mouth promotion of boba drinks with various brands such as Chat Time, Xi Boba, Boba King, Xing Fu Tang, KOI The, and Street Boba. as well as other brands of boba drinks in Batam City. In this research study there are a number of 21 questions related to this research questionnaire, so the number of samples required is a minimum of 352 respondents. However, to prevent data shortages and ensure the accuracy of the data obtained, the number of questionnaires distributed was 352 questionnaires via Google Form.
Keywords: Price Promotion; Brand Image; Food Quality; Perceived Value; Customer
Satisfaction; Repurchase Intention; Word Of Mouth
Full Text:
Download PDFReferences
Adekunle, S. A., & Ejechi, J. O. (2018). Modelling repurchase intention among smartphones users in Nigeria. Journal of Modelling in Management, 13(4), 794–814. https://doi.org/10.1108/JM2-12-2017-0138
Ali, M., Puah, C. H., Ayob, N., & Raza, S. A. (2020). Factors influencing tourist’s satisfaction, loyalty and word of mouth in selection of local foods in Pakistan. British Food Journal, 122(6), 2021–2043. https://doi.org/10.1108/BFJ-11-2018-0728
Allrecipes.com. (2020). What is Boba?
Alrwashdeh, M., Emeagwali, O. L., & Aljuhmani, H. Y. (2019). The effect of electronic word of mouth communication on purchase intention and brand image: An applicant smartphone brands in north Cyprus. Management Science Letters. https://doi.org/10.5267/j.msl.2019.1.011
Banerjee, S., & Singhania, S. (2018). Determinants of Customer Satisfaction, Revisit Intentions and Word Of Mouth in the Restaurant Industry-Study Conducted In Selective Outlets of South Kolkata. International Journal of Business and Management Invention (IJBMI) ISSN, 7(6), 63–72. www.ijbmi.org
Batyar, E., & Esmailpour, H. (2017). The Effects of Innovation in Product on Hedonic Perceived Value and Consumer Purchase Behavior. Business and Management Horizons, 5(2), 1. https://doi.org/10.5296/bmh.v5i2.11695
BERLIANSYAH, R. A., & SUROSO, A. (2018). The Influence of Food & Beverage Quality, Service Quality, Place, and Perceived Price to Customer Satisfaction and Repurchase Intention. Journal of Research in Management, 1(1). https://doi.org/10.32424/jorim.v1i1.18
Bhuanaputra, K. W., & Giantari, I. G. A. K. (2020). the Effect of Perceived Brand Leadership Towards Consumer Satisfaction and Repurchase Intention on E-Commerce Website. Russian Journal of Agricultural and Socio-Economic Sciences, 97(1), 66–73. https://doi.org/10.18551/rjoas.2020-01.08
Bisnisindonesia.id. (2021). Menengok Prospek Bisnis Boba Usai Resmi Go Public.
Cha, S.-S., & Seo, B.-K. (2019). The Effect of Brand Trust of Home Meal Replacement on Repurchasing in Online Shopping. Journal of Business Economics and Environmental Studies, 9(3), 21–26. https://doi.org/10.13106/jbees.2019.vol9.no3.21
CHA, S., & LEE, S. (2021). The Effects of User Experience Factors on Satisfaction and Repurchase Intention at Online Food Market. The Journal of Industrial Distribution & Business, 12(4), 7–13.
Chou, S., & Chen, C. W. (2018). The influences of relational benefits on repurchase intention in service contexts: the roles of gratitude, trust and commitment. Journal of Business and Industrial Marketing, 33(5), 680–692. https://doi.org/10.1108/JBIM-08-2017-0187
Erturgut, R., & Gurler, H. E. (2018). The Mediating Effect of Customer Satisfaction on the Relationship Between Perceived Value and Word-of-Mouth in the Airline Industry. Journal of Business Research - Turk, 10(1), 1–16. https://doi.org/10.20491/isarder.2018.367
Ghozali, I. (2016). Statistik Non-Parametrik: Teori dan Aplikasi dengan Program SPSS. In Universitas Diponegoro. Semarang. https://doi.org/10.1002/14651858.CD002812
Girsang, N. M., Rini, E. S., & Gultom, P. (2020). European Journal Of Management And Marketing Studies The Effect Of Brand Image And Product Quality On Re-Purchase Intention With Customer Satisfaction As Intervening Variables In Consumers Of Skincare Oriflame Users – A Study On Students Of North Sumatra. European Journal of Management and Marketing Studies, 5(1), 40–57. https://doi.org/10.5281/zenodo.3627548
Hair, J., Black, W., Babin, B., & Anderson, R. (2010). Multivariate Data Analysis: A Global Perspective. In Multivariate Data Analysis: A Global Perspective.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2018). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Hair, J. F., Hult, G. T., Ringle, C., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) - Joseph F. Hair, Jr., G. Tomas M. Hult, Christian Ringle, Marko Sarstedt. In Sage.
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24. https://doi.org/10.1108/EBR-11-2018-0203
Hanaysha, J. R. (2017). Impact of Social Media Marketing, Price Promotion, and Corporate Social Responsibility on Customer Satisfaction. Jindal Journal of Business Research, 6(2), 132–145. https://doi.org/10.1177/2278682117715359
Hinton, P. R., & McMurray, I. (2017). Presenting Your Data with SPSS Explained. In Presenting Your Data with SPSS Explained. https://doi.org/10.4324/9781315689524
Ing, P. G., Zheng Lin, N., Xu, M., & Thurasamy, R. (2020). Customer loyalty in Sabah full service restaurant. Asia Pacific Journal of Marketing and Logistics, 32(7), 1407–1429. https://doi.org/10.1108/APJML-07-2019-0437
Ismagilova, E., Slade, E. L., Rana, N. P., & Dwivedi, Y. K. (2020). The Effect of Electronic Word of Mouth Communications on Intention to Buy: A Meta-Analysis. Information Systems Frontiers, 22(5), 1203–1226. https://doi.org/10.1007/s10796-019-09924-y
Izzudin, M. S., & Novandari, W. (2018). The Effect Of Perceived Quality, Brand Image On Customer Satisfaction And Brand Awareness Toward Repurchase Intention. Journal of Research in Management, 1(3), 32–43. https://doi.org/10.32424/jorim.v1i3.44
Jalilvand, M. R., Salimipour, S., Elyasi, M., & Mohammadi, M. (2017). Factors influencing word of mouth behaviour in the restaurant industry. Marketing Intelligence and Planning, 35(1), 81–110. https://doi.org/10.1108/MIP-02-2016-0024
Khanijoh, C., Nuangjamnong, C., & ... (2020). the Impact of Consumers’Satisfaction and Repurchase Intention on E-Commerce Platform: a Case Study of the Top Three E …. … and Sustainability in …, 114–125.
Kmaheshwari, V. . (2018). Causal-comparative Research | Dr. V.K. Maheshwari, Ph.D.
Kompas.com. (2021). Sejarah Minuman Boba, Pengaruh Perkembangan Street Food di Taiwan.
Kontan.co.id. (2021). BOBA Tuntaskan Pembangunan Pabrik Baru Akhir Tahun 2021.
Konuk, F. A. (2019). The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants. Journal of Retailing and Consumer Services, 50(March), 103–110. https://doi.org/10.1016/j.jretconser.2019.05.005
Mudiantono, M., & Andhike, D. (2019). Factors Influencing Customer’s Repurchase Intention of Go-Jek in Semarang, Indonesia. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 2(4), 458–472. https://doi.org/10.31842/jurnal-inobis.v2i4.105
Mukerjee, K. (2018). The impact of brand experience, service quality and perceived value on word of mouth of retail bank customers: Investigating the mediating effect of loyalty. Journal of Financial Services Marketing, 23(1), 12–24. https://doi.org/10.1057/s41264-018-0039-8
Petty, R. E., & Briñol, P. (2015). Emotion and persuasion: Cognitive and meta-cognitive processes impact attitudes. In Cognition and Emotion. https://doi.org/10.1080/02699931.2014.967183
Prihatini, W., & Gumilang, D. A. (2021). The Effect of Price Perception, Brand Image and Personal Selling on the Repurchase Intention of Consumers B to B of Indonesian General Fishery Companies with Customer Satisfaction as Intervening Variables. European Journal of Business and Management Research, 6(2), 91–95. https://doi.org/10.24018/ejbmr.2021.6.2.756
Rahmayanti, A., & Wandebori, H. (2016). The Effects of E-service Quality on Customer Online Repurchase Intention Towards E-commerce Marketplace C2C in Indonesia. The 7 Smart Collaboration for Business in Technology and Information Industries, 2016, 35–40.
Saputra, I. G. M. D., & Ekawati, N. W. (2020). Mediating Role Customer Satisfaction Brand Image Effect on Repurchase Intention ( A Case Study on Consumer Talib M . Aboe Shop in Tabanan City ). American Journal of Humanities and Social Sciences Research, 4(3), 88–96.
Song, H. J., Wang, J. H., & Han, H. (2019). Effect of image, satisfaction, trust, love, and respect on loyalty formation for name-brand coffee shops. International Journal of Hospitality Management, 79(December 2018), 50–59. https://doi.org/10.1016/j.ijhm.2018.12.011
Thongkruer, P., & Wanarat, S. (2020). The mediating role of trust in the leading premium cosmetic clinics in bangkok: The relationship of the media, trust, and beauty enhancement repurchasing. Kasetsart Journal of Social Sciences, 41(3), 659–659. https://doi.org/10.34044/j.kjss.2020.41.3.32
Wien, A. H., & Olsen, S. O. (2017). Producing word of mouth – a matter of self-confidence? Investigating a dual effect of consumer self-confidence on WOM. Australasian Marketing Journal, 25(1), 38–45. https://doi.org/10.1016/j.ausmj.2017.01.005
Yuliantoro, N., Goeltom, V., Juliana, Bernarto, I., Pramono, R., & Purwanto, A. (2019). Repurchase intention and word of mouth factors in the millennial generation against various brands of Boba drinks during the Covid 19 pandemic. African Journal of Hospitality, Tourism and Leisure, 8(2), 1–11.
Yuliati, L. N., & Indrawan, R. D. (n.d.). Repurchase Intention of Millennial Generation in Coffee Shop with the Repurchase Intention of Millennial Generation in Coffee Shop with the Coffee-To-Go Concepts.
Zhang, Q., & Prasongsukarn, K. (2017). A Relationship Study Of Price Price Promotion, Customer Quality Evaluation, Customer Satisfaction And Repurchase Intention: A Case Study Of Starbucks In Thailand 1. International Journal of Management and Applied Science, 9, 2394–7926. http://iraj.in
DOI: https://doi.org/10.37531/sejaman.v4i3.2570
Refbacks
- There are currently no refbacks.
