PENGARUH FAKTOR ATRIBUT PRODUK, PERSEPSI NILAI, DAN PENGALAMAN KONSUMEN TERHADAP MINAT BELI ULANG YANG DIMEDIASI OLEH KEPUASAN KONSUMEN (Pada Pengguna Apple iPhone di Semarang)
Abstract: The need for
communication tools such as smartphones, continues to create a lot of demand
and supply and also create competition between producers with other
manufacturers. Similarly, an interesting phenomenon that occurs in the Apple
iPhone in Indonesia, where with the increasing number of smartphone users in
Indonesia Apple iPhone has decreased sales and market share. This study aims to
determine the effect of product attributes, perceptions of value, and consumer
experience on the interest of buying Apple iPhone products through consumer
satisfaction as intervening variables.
Technique that used in this research is by method of purposive sampling
approach, that is consumer of Apple iPhone with category of youth in Semarang
who have done upgrading its iPhone device. The sample in this research is 100
respondents. The data were collected using questionnaires. The technique of
analysis and interpretation of data that used is Multiple Regression Analysis,
according to the model that developed in this research, and operated through
SPSS program version 22.
The results showed that product attributes, perceived value, and costumer
experience have a positive effect on customer satisfaction. Perceived value has
the highest influence on customer satisfaction. Then, product attributes,
perceived value, costumer experience, and customer satisfaction have a positive
and significant effect on repurchase intention. Perceived value is the variable
that has the highest effect on repurchase intention.
Keywords: product attributes,
perceived value, customer experience, customer satisfaction, repurchase
intention, Apple iPhone
Penulis: Alien Dayinta
Mahendra, Idris Idris
Kode Jurnal: jpmanajemendd170915
