Pengaruh Persepsi Harga dan Persepsi Penampilan terhadap Niat Membeli Ulang dengan Pengalaman Merek sebagai Mediasi
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Abstract
Penelitian ini bertujuan untuk mengetahui dan menganalisis pengaruh persepsi harga dan persepsi penampilan terhadap niat membeli ulang konsumen pada perfume Mykonos. Penelitian ini juga menambahkan variabel persepsi kualitas layanan sebagai faktor yang memengaruhi pengalaman merek. Metode penelitian menggunakan pendekatan kuantitatif dengan teknik analisis Structural Equation Modeling–Partial Least Square (SEM-PLS). Populasi penelitian ini merupakan konsumen perfume Mykonos di Kabupaten Tangerang dan dipilih menggunakan teknik purposive sampling. Hasil penelitian menunjukkan bahwa persepsi harga, persepsi penampilan, dan persepsi kualitas layanan berpengaruh positif dan signifikan terhadap pengalaman merek. Selanjutnya, pengalaman merek terbukti berpengaruh positif dan signifikan terhadap niat membeli ulang. Selain itu, persepsi harga dan persepsi penampilan juga memiliki pengaruh langsung yang positif dan signifikan terhadap niat membeli ulang. Temuan ini menegaskan bahwa persepsi nilai, estetika produk, serta kualitas layanan yang baik mampu memperkuat pengalaman merek dan meningkatkan kecenderungan konsumen untuk melakukan pembelian ulang. Penelitian ini memberikan kontribusi teoritis bagi pengembangan ilmu pemasaran, serta implikasi praktis bagi perusahaan perfume dalam meningkatkan Niat Membeli Ulang melalui strategi harga, desain produk, dan pengelolaan pengalaman merek
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