Interaktivitas Faktor Pada Bauran Pemasaran Terhadap Repurchase Intention Pada Café di Pontianak
Sari
Bauran pemasaran merupakan faktor strategis yang berguna bagi bisnis dalam menentukan strategi hingga evaluasi bisnis. Penelitian ini dilakukan untuk mengkaji faktor 4p (product, price, place, promotion) tersebut secara simultan dan mengisi celah penelitian empiris dengan menyelidiki hubungan langsung dan tidak langsung antara faktor 4p terhadap satisfaction dan repurchase intention. Pengujian dilakukan dengan menggunakan metode kuantitatif dengan teknik SEM dengan menarik sampel dari 152 responden café di Pontianak. Hasil pengujian hubungan langsung menunjukkan bahwa product dan promotion tidak signifikan memengaruhi satisfaction, tetapi price dan place signifikan secara statistik dengan tingkat kepercayaan 95%. Sedangkan repurchase intention dipengaruhi langsung oleh faktor 4p dan hanya price dan place yang signifikan melalui hubungan mediasi yang terjadi melalui satisfaction. Pengujian menunjukkan bahwa bagi konsumen yang sudah menjadi langganan, faktor price dan place lebih penting dibanding product dan promotion dalam memengaruhi repurchase intention. Hasil teruji dengan model penelitian berhasil menjelaskan varians / R2 dari repurchase intention sebesar 48,4%.
Kata Kunci : Marketing Mix, Repurchase Intention.
ABSTRACT
Businesses can benefit from marketing mix analysis, especially when developing business strategies and conducting business evaluations. The 4Ps (product, price, place, and promotion) in the marketing mix are investigated in this study by examining the direct and indirect relationship through mediation between the 4Ps, satisfaction, and repurchase intention. The study was conducted quantitatively using SEM, with 152 samples drawn from Pontianak cafe customers. Price and place are statistically significant predictors of satisfaction, but product and promotion factors are not. Furthermore, while all four factors of the 4p have a significant influence on repurchase intention, only price and place are significant in influencing repurchase intention through mediation by satisfaction. As a result, price and place have a greater influence on returning customers' repurchase intentions than product and promotion. The findings of the study successfully explain 48.4% (R2) of the variances in repurchase intentions.
Keywords : Marketing Mix, Repurchase Intention
Kata Kunci
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DOI: http://dx.doi.org/10.22303/accumulated.5.1.2023.01-13
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