Analisis pengaruh design appeal, perceived quality, subjective norm, dan brand popularity, terhadap repurchase intention melalui mianzi pada pengguna iphone x di Surabaya

Rattu, Henry Viericsen (2021) Analisis pengaruh design appeal, perceived quality, subjective norm, dan brand popularity, terhadap repurchase intention melalui mianzi pada pengguna iphone x di Surabaya. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Pada era globalisasi, perkembangan teknologi dan komunikasi semakin berkembang dengan pesat. Teknologi yang berkembang ini didasari oleh semakin tinggi tingkat kebutuhan manusia dalam berbagai aspek. Salah satu teknologi yang berkembang dengan pesat adalah smartphone. Dalam beberapa tahun terakhir perkembangan smartphone di Indonesia terus meningkat dan banyak perubahan bentuk dan inovasi yang diberikan. Hampir semua kebutuhan terbantu oleh smartphone mulai dari kebutuhan informasi, bekerja, memesan makanan, transportasi online, dan kebutuhan social media. Kemunculan smartphone sangat diterima baik oleh penduduk dunia dan membuat produk digital ini memiliki pertumbuhan pengguna yang semakin meningkat. Oleh karena itu hadirnya iPhone X sangat berpengaruh dalam perkembangan teknologi khususnya di Surabaya. Penelitian ini ditujukan untuk menganalisa pengaruh variabel Design Appeal, Perceived Quality, Subjective norm, Brand Popularity, dan Mianzi terhadap Repurchase Intention pengguna iPhone x di Surabaya. Sampel yang digunakan pada penelitian ini yaitu berdasarkan data dari 100 responden yang berjenis kelamin laki-laki dan perempuan, berdomisili di Surabaya, dengan batasan usia 18-60 tahun. Kuesioner diberikan kepada orang yang sudah pernah atau sementara menggunakan iPhone X minimal 3 bulan. Untuk pengolahan dan penganalisaan data dalam penelitian ini menggunakan software AMOS22.0. Selanjutnya, untuk mentabulasi hasil penelitian responden dan pengujian model penelitian adalah dengan menggunakan teknik analisis data Structural Equation Model (SEM) Temuan empiris tersebut mengidikasikan bahwa hubungan Design Appeal berpengaruh signifikan terhadap Mianzi dengan koefisien regresi sebesar 0.436 dengan nilai C.R sebesar 2,446; Design Appeal berpengaruh signifikan terhadap Repurchase Intention dengan koefisien regresi sebesar 0.817 dengan nilai C.R sebesar 3,199; Perceived Quality berpengaruh signifikan terhadap Mianzi dengan koefisien regresi sebesar 0.226 dengan nilai C.R sebesar 2,199; Perceived Quality berpengaruh signifikan terhadap Repurchase Intention dengan koefisien regresi sebesar 0.224 dengan nilai C.R sebesar 1,272; Subjective norm berpengaruh signifikan terhadap Mianzi dengan koefisien regresi sebesar 0.052 dengan nilai C.R sebesar 0,839; Subjective norm berpengaruh signifikan terhadap Repurchase Intention dengan nilai koefisien regresi 0.251 dengan nilai C.R. 3,587; Brand Popularity berpengaruh signifikan terhadap Mianzi dengan nilai koefisien regresi 0.072 dengan nilai C.R. 0,583; Brand Popularity berpengaruh signifikan terhadap Repurchase Intention dengan nilai koefisien regresi 0.150 dengan nilai C.R. 1,364; Mianzi berpengaruh signifikan terhadap Repurchase Intention dengan nilai koefisien regresi 0.185 dengan nilai C.R. 0,759. / In the era of globalization, the development of technology and communication is growing rapidly. This developing technology is based on the increasing level of human needs in various aspects. One technology that is growing rapidly is smartphones. In recent years the development of smartphones in Indonesia has continued to increase and many changes and innovations have been provided. Almost all needs are helped by smartphones ranging from information needs, work, ordering food, online transportation, and social media needs. The emergence of smartphones is very well received by the world's population and makes this digital product has an increasing user growth. Therefore, the presence of the iPhone X is very influential in technological developments, especially in Surabaya. This study aims to analyze the effect of Design Appeal, Perceived Quality, Subjective norm, Brand Popularity, and Mianzi variables on the Repurchase Intention of iPhone x users in Surabaya. The sample used in this study is based on data from 100 respondents who are male and female, domiciled in Surabaya, with an age limit of 18-60 years. The questionnaire was given to people who have used or temporarily used iPhone X for at least 3 months. For processing and analyzing data in this study using AMOS22.0 software. Furthermore, to tabulate the results of the respondent's research and test the research model is to use the Structural Equation Model (SEM) data analysistechnique. These empirical findings indicate that the Design Appeal relationship has a significant effect on Mianzi with a regression coefficient of 0.436 with a C.R value of 2.446; Design Appeal has a significant effect on Repurchase Intention with a regression coefficient of 0.817 with a C.R value of 3.199; Perceived Quality has a significant effect on Mianzi with a regression coefficient of 0.226 with a C.R value of 2.199; Perceived Quality has a significant effect on Repurchase Intention with a regression coefficient of 0.224 with a C.R value of 1.272; Subjective norms have a significant effect on Mianzi with a regression coefficient of 0.052 with a C.R value of 0.839; Subjective norms have a significant effect on Repurchase Intention with a regression coefficient value of 0.251 with a C.R value. 3,587; Brand Popularity has a significant effect on Mianzi with a regression coefficient value of 0.072 with a C.R. 0.583; Brand Popularity has a significant effect on Repurchase Intention with a regression coefficient value of 0.150 with a value of C.R.1.364; Mianzi has a significant effect on Repurchase Intention with a regression coefficient value of 0.185 with a C.R.0.759 value.

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