PENGARUH VIRAL MARKETING, EXPERIENTIAL MARKETING, DAN PERSEPSI HARGA TERHADAP MINAT BELI ULANG PRODUK MIXUE ICE CREAM & TEA PADA GEN Z
DOI:
https://doi.org/10.54964/manajemen.v10i1.449Keywords:
Viral Marketing, Experiential Marketing, Persepsi Harga, Minat Beli UlangAbstract
This study aims to determine the effect of viral marketing, experiential marketing, and price perceptions on repurchase interest in mixue ice cream & tea products in Gen Z, both simultaneously and partially. This research design uses quantitative methods with non-probability sampling techniques. The population of this study is Generation Z, which has consumed Mixue at the Gandaria City branch. A sample of 80 respondents used the Roscoe formula. The data analysis method used is multiple linear regression analysis, F test (simultaneous), t-test (partial), and Coefficient of Determination (Adjusted R Square) with the help of SPSS 25 software. This study's results indicate a simultaneous influence between the variables Viral Marketing, Experiential Marketing, and Price Perception on Repurchase Interest. Partially, Viral Marketing and Experiential Marketing have a positive effect on Repurchase Interest. Meanwhile, Price Perception hurts Repurchase Interest.
Keywords : viral marketing, experiential marketing, price perception, on repurchase interest.
References
Arib, M., Hisbullah, D., & Purnamasari, D. (2023). Pengaruh Viral Marketing dan Fear Of Missing Out terhadap Keputusan Pembelian Konsumen Produk Mixue di Kota Palembang. 4(3), 2745–7257.
Gosal, S., & Setiobudi, A. (2021). Pengaruh Persepsi Harga Dan Kualitas Produk Terhadap Minat Beli Ulang Konsumen Juice&Smoothieszone. Performa, 5(4), 303–310. https://doi.org/10.37715/jp.v5i4.1785
Hapy Linawati, E., Qurrotu Aini, F., Rahayu, L., Rio Masandi, N., Fatma Handayani, V., Khoir, Mz., & Pudji Estiasih, S. (2023). Pengaruh viral marketing dan brand awareness terhadap keputusan pembeliann (Studi kasus gerai mixue gayungsari). Seminar Nasional Hasil Riset Dan Pengambdian, 5(5), 1986–1995.
Kristyani, O. V., & Kristyana, N. (2022). Pengaruh Viral Marketing, Brand Experience, dan Brand Image terhadap Niat Pembelian Ulang (Survei Pada Konsumen Skincare Scarlett Whitening Mahasiswa Universitas Muhammadiyah Ponorogo). Jurnal Administrasi Bisnis FISIPOL UNMUL, 10(2), 125. https://doi.org/10.54144/jadbis.v10i2.8166
Lestari, B., & Novitaningtyas, I. (2021). Pengaruh Variasi Produk dan Kualitas Pelayanan terhadap Minat Beli Ulang Konsumen pada Coffeeville-Oishi Pan Magelang. Jurnal Nasional Manajemen Pemasaran & SDM, 2(3), 150–159. https://doi.org/10.47747/jnmpsdm.v2i3.374
Mustika, M. A. C., Suwarni, E., & Anggarini, D. R. (2023). Pengaruh Customer Experience dan Variasi Produk Terhadap Minat Beli Ulang Produk Mixue Ice Cream And Tea di Kota Bandar Lampung. Journal Strategy of Management and Accounting Through Research and Technology (SMART), 2(2)(2), 35-46.
Putri, A. A. (2023). 10 Provinsi dengan Gerai Mixue Terbanyak di Indonesia. GoodStats Data. https://data.goodstats.id/statistic/adelandilaa/10-provinsi-dengan-gerai-mixue-terbanyak-di-indonesia-yfFmV
Putri, A. A., Pahmi Rohmansyah, M., & Mulyanti, K. (2023). Experiential Marketing Sebagai Variabel Predictor Minat Beli Ulang Dengan Kepuasan Konsumen Sebagai Variabel Intervening. Jurnal Manifest, 03(02), 196–210. https://www.jurnal.unismabekasi.ac.id/index.php/manifest
Rada Dea Ananda Puspa, Abriandi, & Tambun, S. (2023). Peran Lokasi dan Persepsi Harga terhadap Minat Beli Ulang Konsumen Mixue: Gaya Hidup sebagai Pemoderasi. Jkbm (Jurnal Konsep Bisnis Dan Manajemen), 10(1), 1–15. https://doi.org/10.31289/jkbm.v10i1.10011
Ramadhani, M., & El Ikhsan, N. (2022). Pengaruh Experiential Marketing Dan Variasi Produk Terhadap Minat Beli Ulang Pada Outlet Street Boba Cabang Rawamangun. Jurnal Administrasi Bisnis, 595(4), 607.
Safitri, A. N. (2021). Pengaruh brand image, persepsi harga dan kualitas layanan terhadap minat beli ulang pada Lazada. Entrepreneurship Bisnis Manajemen Akuntansi (E-BISMA), 1(1), 1–9. https://doi.org/10.37631/e-bisma.v1i1.212
Shafira Qadrina, Suadi Sapta Putra, & Kumba Digdowiseiso. (2023). The Influence of Price Perception, Product Quality, and Promotions on Consumer Purchasing Decisions for Boba Drinks in Aus Business in Bangka, Pela Mampang, South Jakarta. Management Studies and Entrepreneurship Journal, 4(6), 8996–9005. http://journal.yrpipku.com/index.php/msej
Stefani, S., & Fadillah, A. (2021). Pengaruh Persepsi Harga, Kualitas Produk, dan Promosi Penjualan Terhadap Keputusan Pembelian Motor Honda Vario. Jurnal Ilmiah Manajemen Kesatuan, 9(3), 609–616. https://doi.org/10.37641/jimkes.v9i3.799
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Agustinus Agustinus Herinama, Yuli Setiawan
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
