Pengaruh Citra Merek terhadap Niat Beli Ulang dengan Kualitas Pelayanan sebagai Variabel Moderasi

Pristia Putri Regiawati
Hendrati Dwi Mulyaningsih
Yudha Dwi Nugraha

Bandung Conference Series: Business and Management
Vol. 4 No. 2 (2024): Bandung Conference Series: Business and Management

Abstract. This study focuses on the variables of brand image, repurchase intention, and service quality. The purpose of this study is to determine the effect of brand image and repurchase intention and the role of service quality as a moderating variable on offline customers of Mie Gacoan Dipatiukur Branch in Bandung City. The method used is the survey method with a questionnaire instrument as the data collection technique. The object of this research is offline customers at Mie Gacoan Dipatiukur Branch who live in Bandung City, totalling 180 respondents. The sampling technique in this study used nonprobability sampling with purposive sampling technique. There are two hypotheses in the study that were tested using simple linear regression and MRA (Moderated Regression Analysis) approaches. The results of this study indicate that there is a positive and significant influence between brand image on repurchase intention among offline customers at Mie Gacoan Dipatiukur Branch in Bandung City. Furthermore, service quality strengthens the relationship between brand image and repurchase intention among offline customers of Mie Gacoan Dipatiukur Branch in Bandung City. Abstrak. Penelitian ini berfokus kepada variabel citra merek, niat beli ulang, dan kualitas pelayanan. Tujuan dari penelitian ini ialah untuk mengetahui pengaruh citra merek dan niat beli ulang serta peran kualitas pelayanan sebagai variabel moderasi pada pelanggan offline Mie Gacoan Cabang Dipatiukur di Kota Bandung. Adapun metode yang digunakan ialah metode survei dengan instrumen kuesioner sebagai teknik pengumpulan datanya. Objek penelitian ini ialah pelanggan offline di Mie Gacoan Cabang Dipatiukur yang berdomisili di Kota Bandung berjumlah 180 responden. Teknik sampling dalam penelitian ini menggunakan nonprobability sampling dengan teknik purposive sampling. Terdapat dua hipotesis dalam penelitian yang diuji dengan menggunakan pendekatan regresi linear sederhana dan MRA (Moderated Regression Analysis). Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dan signifikan antara citra merek terhadap niat beli ulang pada pelanggan offline di Mie Gacoan Cabang Dipatiukur di Kota Bandung. Selanjutnya, kualitas pelayananan memperkuat hubungan antara citra merek terhadap niat beli ulang pada pelanggan offline Mie Gacoan Cabang Dipatiukur di Kota Bandung.