Analisis Faktor-Faktor yang Mempengaruhi Minat Beli Ulang Konsumen Esteh Indonesia di Kota Padang

Authors

  • Afifah Rahmatillah Universitas Andalas
  • Rina Sari Universitas Andalas
  • Lora Triana Universitas Andalas

DOI:

https://doi.org/10.25077/joseta.v5i2.462

Keywords:

Minat Beli Ulang, Perilaku Pembelian Konsumen, Esteh Indonesia

Abstract

Usaha minuman teh berkembang pesat di Kota Padang sehingga menyebabkan tingginya persaingan antar pemilik usaha. Penelitian ini bertujuan untuk mendeskripsikan karakteristik konsumen Esteh Indonesia di Kota Padang dan menganalisis faktor-faktor yang mempengaruhi minat beli ulang konsumen Esteh Indonesia di Kota Padang. Konsumen yang dijadikan responden ditentukan dengan teknik accidental sampling. Teknik pengumpulan data menggunakan wawancara dengan bantuan kuesioner. Alat analisis yang digunakan dalam penelitian yaitu analisis regresi linier berganda. Hasil analisis menunjukkan mayoritas konsumen Esteh Indonesia berjenis kelamin perempuan dengan rentang usia 19-24 tahun, pekerjaan sebagai pelajar/mahasiswa, pendapatan perbulan < Rp 1000.000 dan jarak ke lokasi pembelian 1-5 km. Berdasarkan model penelitian yang dilakukan diperoleh nilai R square sebesar 0,540. Nilai uji F didapatkan sebesar 11,896 yang artinya variabel faktor kebudayaan, sosial, pribadi, psikologi, produk, harga, lokasi dan promosi secara bersama-sama berpengaruh signifikan terhadap minat beli ulang.

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Published

2024-01-29

Issue

Vol. 5 No. 2 (2023): August

Section

Research Articles

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