Peran Customer Value Pada Buzz Marketing, Price, Product Differentiation Terhadap Repurchase Decision Di Gerai Mixue Mojosari
DOI:
https://doi.org/10.37385/msej.v4i5.2604Keywords:
buzz marketing, price, product differentiation, customer value, repurchase decisionAbstract
Penelitian ini bertujuan untuk mengetahui hasil uji Peran Buzz Marketing terhadap Customer Value Mixue Ice Cream & Tea Mojosari, Peran Price terhadap Customer Value Mixue Ice Cream & Tea Mojosari, Peran Product Differentiation terhadap Customer Value Mixue Ice Cream & Tea Mojosari, Peran Customer Value terhadap Repurchase Decision Mixue Ice Cream & Tea Mojosari, Peran Buzz Marketing terhadap Repurchase Decision Mixue Ice Cream & Tea Mojosari, Peran Price terhadap Repurchase Decision terhadap Mixue Ice Cream & Tea Mojosari, Peran Product Differentiation terhadap Repurchase Decision Mixue Ice Cream & Tea Mojosari, Peran Buzz Marketing terhadap repurchase Decision melalui Customer Value, peran Price terhadap Repurchase Decision melalui Customer Value, peran Product Differentiation terhadap Repurchase Decision melalui Customer value Mixue Ice Cream & Tea Mojosari.Metode penelitian yang digunakan adalah metode kuantitatif deskriptif dengan menggunakan alat analisis SEM-PLS 4.0 untuk mengukur hasil dari Buzz Marketing , Price, dan Differentiation sebagai variabel independent, Repurchase Decision sebagai variabel dependen dan Customer Value sebaagai variabel intervening. Penelitian ini menggunakan analisis deskriptif dengan 100 responden. Teknik pengambilan sampel menggunakan teknik non probability sampling dengan jenis purposive sampling yang merupakan teknik pengambilan sampel berdasarkan kriteria tertentu yaitu pelanggan Mixue Ice Cream & Tea Mojosari yang telah melakukan pembelian lebih dari dua kali. Hasil penelitian ini menunjukkan bahwa variabel Buzz marketing berpengaruh langsung terhadap Customer Value, Customer value berpengaruh langsung terhadap Repurchase decision, Price berpengaruh langsung terhadap Customer Value dan Product differentiation berpengaruh langsung terhadap Customer value.
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