DOTULONG, Angela Della and SARJONO, Haryadi (2016) SEGMENTASI BERDASARKAN PENGARUH PERCEIVED VALUE, STORE ATMOSPHERE, DAN PRODUCT VARIATION DALAM MENINGKATKAN REPURCHASE INTENTION PADA STARBUCKS MANADO. BULETIN EKONOMI, 14 (2). pp. 115-124. ISSN 1410-2293
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Abstract
Segmentation Based on the Effect of Perceived Value, Store Atmosphere, and Product Variation in Increasing Repurchase Intention on Starbucks Manado. Coffee Shop is an object that is examined in this study in which the sales at Starbucks Coffee in Manado is drop. The purpose of this research is to see if there are and how significant the influence of Perceived Value, Store Atmosphere, and Product Variation Intention to Repurchase by using multiple regression analysis. The results of this study are expected later will increase Repurchase Intention at Starbucks in Manado. Having seen the impact or not, then in this research cluster analysis for seeing the state of Starbucks in Manado which is still new. This study is based on a quantitative approach with the help of processing by SPSS 20 with the number of respondents is 100 people who make transactions at Starbucks Manado. The results of this study show the influence Perceived Value, Store Atmosphere, and Product Variation Intention to Repurchase and grouping divided into three clusters based on the dimensions that exist. Segmentasi Berdasarkan Pengaruh Preceived Value, Store Atmosphere, dan Product Variation dalam Meningkatkan Repurchase Intention pada Starbucks Manado. Coffee Shop merupakan objek yang diteliti dalam penelitian ini dimana dengan adanya penurunan penjualan pada Starbucks Coffee di Manado sehingga dilakukan penelitian untuk melihat apakah ada dan seberapa signifikan pengaruh dari Perceived Value, Store Atmosphere, dan Product Variation terhadap Repurchase Intention dengan menggunakan analisis regresi berganda. Hasil dari penelitian ini diharapkan nanti akan meningkatkan Repurchase Intention pada Starbucks di Manado. Setelah melihat adanya pengaruh atau tidak, maka dalam penelitian ini dilakukan analisis cluster karena melihat keadaan Starbucks di Manado yang masih baru. Penelitian ini berdasarkan pendekatan kuantitatif dengan bantuan pengolahan oleh SPSS 20 dengan pengukuran skala liker dimana jumlah responden adalah 100 orang yang melakukan transaksi di Starbucks Manado. Hasil dari penelitian ini menunjukkan adanya pengaruh yang signifikan dari Perceived Value, Store Atmosphere, dan Product Variation terhadap Repurchase Intention baik secara parsial maupun simultan dan pengelompokkan dibagi dalam 3 cluster berdasarkan dimensi-dimensi yang ada. Kata Kunci: Perceived Value, Store Atmosphere, Product Variation, Repurchase Intention
| Item Type: | Article |
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| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Management |
| Depositing User: | SRI SULTAN - |
| Date Deposited: | 01 Aug 2017 01:40 |
| Last Modified: | 01 Aug 2017 01:40 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/12494 |
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