PENGARUH PRICE PERCEPTION TERHADAP REPURCHASE INTENTION PADA CV. BUKITTINGGI FURNI CENTER : BRAND EXPERIENCE SEBAGAI PEMEDIASI

Latiffa Humaira, Yasri Yasri

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh price perception terhadap repurchase intention dengan brand experience sebagai variabel mediasi pada CV. Bukittinggi Furni Center. Populasi penelitian adalah seluruh konsumen CV. Bukittinggi Furni Center, dengan sampel sebanyak 190 responden yang ditentukan menggunakan simple random sampling. Data primer dikumpulkan melalui kuesioner daring, sedangkan data sekunder diperoleh dari perusahaan. Analisis data menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan software SmartPLS 4.1.1.3. Hasil penelitian menunjukkan price perception dan brand experience berpengaruh positif terhadap repurchase intention, dan brand experience memediasi pengaruh price perception terhadap repurchase intention.

Keywords


Price perception, Brand experience, Repurchase intention, CV. Bukittinggi Furni Center

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DOI: https://doi.org/10.17509/ijdb.v5i3.91148

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