Peran Brand Experience, Product Involvement, Repurchase Intention Dan Confidence Pada Konsumen Kopi  Di Kota Tasikmalaya

Muhammad Rivaldo Ali

Authors

Muhammad Rivaldo Ali Universitas Siliwangi

Keywords:

Pengalaman Merek, Keterlibatan Produk, Niat Membeli Kembali, Keyakinan.

Abstract

Tujuan Penelitian ini adalah untuk mengetahui dan menganalisis pengaruh brand experience terhadap product involvement, pengaruh product involvement terhadap repurchase intention dan peran confidance sebagai moderator brand experience terhadap product involvement pada konsumen kopi yang ada di Kota Tasikmalaya. Metode penelitian yang digunakan adalah metode survey, yang disebarkan kepada seluruh warga Kota Tasikmalaya dengan populasi warga yang berusia lebih dari 17 tahun keatas, dan jumlah responden sebanyak 354 orang responden yang berpartisipasi. Alat analisis data menggunakan Structrual Equation Modelling (SEM) dengan pengolahan menggunakan aplikasi SPSS. Berdasarkan hasil penelitian diketahui bahwa brand experience dapat memengaruhi product involvement, begitu juga product involvement dapat memengaruhi repurchase intention, namun confidance tidak signifikan dalam memengaruhi brand experience terhadap product involvement pada konsumen kopi di Kota Tasikmalaya.

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