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Journal : AdBispreneur

APAKAH CITRA MEREK PRODUK LOKAL DAPAT MENCIPTAKAN RETENSI PELANGGAN? Ahmad, Rizkiyanto; Bempah, Irwan; Moonti, Agustinus
Adbispreneur Vol 8, No 2 (2023): AdBispreneur : Jurnal Pemikiran dan Penelitian Administrasi Bisnis dan Kewirausa
Publisher : Departemen Ilmu Administrasi Bisnis, Fakultas Ilmu Sosial dan Ilmu Politik, UNPAD

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24198/adbispreneur.v8i2.47554

Abstract

This study aims to determine the effect of the brand image of local products from Gotela Small and Medium Enterprises (IKM) Cassava Chips on customer purchasing decisions and customer retention. This research was conducted by distributing questionnaires in the province of Gorontalo, namely Pohuwato Regency and Gorontalo City, which are the production and marketing bases for products, with a research sample of 156 respondents. In conducting data analysis, researchers used quantitative methods with Structural Equation Modeling Partial Least Squares (SEM PLS) analysis tools. The results of this study prove that (1) the brand image of local products has a positive effect on purchasing decisions, and (2) the brand image of local products has a positive effect on customer retention. (3) The buyer's decision has a positive effect on customer retention. (4) The brand image of local products has a positive and significant effect on customer retention, which is mediated by purchasing decisions. Even though the product has a good image in the eyes of customers, in principle, customers do not only care about brand image; they also really care about taste.Penelitian ini bertujuan untuk mengetahui pengaruh citra merek produk lokal Industri Kecil Manengah (IKM) Keripik Singkong Gotela terhadap keputusan pembelian pelanggan dan retensi pelanggan. Penelitian ini dilakukan dengan melakukan penyebaran angket diwilayah Provinsi Gorontalo yaitu Kabupaten Pohuwato dan Kota Gorontalo yang merupakan basis produksi dan pemasaran produk dengan sampel penelitian berjumlah 156 responden. Dalam melakukan analisis data peneliti menggunakan metode kuantitatif dengan alat analisis Structural Equation Modeling Partial Least Square (SEM PLS). Hasil penelitian ini membuktikan bahwa (1) citra merek produk lokal secara positif berpengaruh terhadap keputusan pembelian, (2) citra merek produk lokal secara positif berpengaruh terhadap retensi pelanggan, (3) keputusan pembeli secara positif tidak berpengaruh terhadap retensi pelanggan, (4) citra merek produk lokal secara positif tidak berpengaruh signifikan terhadap retensi pelanggan yang dimediasi oleh keputusan pembelian. Meskipun produk lokal memiliki citra yang baik dimata pelanggan, namun pada prinsipnya pelanggaan tidak hanya peduli dengan aspek citra merek, namun mereka lebih peduli dengan seleranya.
Co-Authors Adam, Vera Waty Adrianto Kalamento Agustinus Moonti Ahmad, Rizkiyanto Akbar S, M. Ricci Alfin Nasution Suaib Amelia Amelia Amelia Murtisari Amir Halid Antuala, Sri Asmawati Aris Subagiyo Arsyad, Nur Hasrini Arya Nugraha Hananto Asda Rauf Azwar Lahusin Bambang Suharto Bambang Suprianto Bambang Susilo Basir Noho Bempah, Yulinda Dahlan Podungge Djatmiko Bagus Wibowo Echan Adam Eka Mawarni Entengo, Arfan Ersa Abdullah Erwin Hujani Essa Noer Bhakty Mulia Fahmi Akbar Yuliansyah Farid Nurhamidin Ferianto Manopo Fitryane Lihawa Handika Saad Harki Himawan Hiola, Abdul Samad I Kadek Olin Adi Wiguna Ibrahim, Kristian Indara, Sofyan R Inong Thalib Uriasi Jusdin, Moh Kadir, Salsabila Kandouw, Sintia Dewinta Karlena Arsyad Kelengon, Marliani KIKI FIBRIANTO Laha, Rahmad D Lahidjun, Nur Mia Rahma Larasati Sukmadewi Wibowo Latif, Yopan M. Nur, Yuni Maulani Mahludin H. Baruwadi Mahmud, Candrawati Mandey, Moh Dandung Marini Susanti Hamidun Meylan Dai Mila Rosita Misnawaty Wantogia Mohammad Fatoni Putrafardani Mooduto, Serlin Mosi, Yetty Muhamad Irsyad Olii Muhammad Arwani Muhammad Bagaskara Wiratirta Nahriyati Usman Nandaria Yakub Napu, Husain Nurul Fadly Nurul Wakhidah Polinto, Yuspin Pontoh, Siti Hajar Mirantia Prayer Immanuel Nicolaus Silaban Rachmad Pratama Fauzi Rahmad D Laha Rahmatiya Lawajo Ramlan Mustafa Rauf, Nurain Ria Indriani Ria Indriani Ria Indriani Rinaldi, I Made Ray Rindiani Rajak Riska Ayu Lestari Rizki Putra Samudra Sari Wulan Setyawan, Hendrix Yulis Simon Azriel Napitupulu Sinyin Dalila Siti Lailatus Sa’adah Sofyan R Indara Sriwulanty Rudjua Suangita, Indriyani Harmain Suci Puji Rahma Ahmad Sukirman Rahim Sulistian Sumaila Supriyo Imran Syamsu Qomar Badu Tajeb, Widiawati Taufik Alhabsyi Usman, Mutmainnah Vera Waty Adam Wafa Nida Faida Azra Wahdaniah Wahdaniah Wandri Ismail Wantogia , Misnawaty Wawan K Tolinggi Wawan K Tolinggi Widyawati Sabu Yanti Saleh Yolanda Idrus Yudin Yudiawan Maksum Yuliana Bakari Yunus, Fitra Yuriko Boekoesoe Zulham Sirajuddin