KARYA KOMPETENSI PROFESI PENGARUH BRAND AWARENESS TERHADAP MINAT PEMBELIAN ULANG MEREK MIXUE (STUDI KASUS DI MIXUE BENTON JUNCTION TANGERANG)

Salim, Andreas and De Jesus, Gerald (2023) KARYA KOMPETENSI PROFESI PENGARUH BRAND AWARENESS TERHADAP MINAT PEMBELIAN ULANG MEREK MIXUE (STUDI KASUS DI MIXUE BENTON JUNCTION TANGERANG). Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Restoran waralaba merupakan salah satu jenis restoran yang berdiri Di Indonesia. terdapat berbagai jenis restoran seperti restoran keluarga, restoran kasual cepat, dll. Mixue membuka gerai pertamanya di Indonesia pada tahun 2020, dengan berjalannya waktu Mixue sadar dengan pentingnya brand awareness dapat mendorong minat pembelian ulang, hal ini membuat restoran menjadi lebih dikenal oleh konsumen. Beberapa penelitian terdahulu menyatakan bahwa brand awareness dapat mempengaruhi minat pembelian ulang sebuah merek. Penelitian ini menggunakan metodologi kuantitatif deskriptif, dengan menyebarkan kuisioner kepada beberapa individu. Penelitian ini ingin melihat bahwa brand awareness dapat mempengaruhi minat pembelian ulang. Peneliti menyimpulkan bahwa brand awareness Mixue mempengaruhi minat pembelian ulang konsumen di Mixue Benton Junction Tangerang.Kata Kunci: Brand awareness, minat pembelian ulang./Franchise restaurants is one type of restaurant that stand in Indonesia, there are different type of restaurant like family restaurant, fast casual restaurant, etc. Mixue open its outlet in Indonesia in 2020 along the time, Mixue aware of the importance of brand awareness can encourage repurchasing intention, this makes restaurants better known to consumer, several previous studies stated that brand awareness can influence the intention to repurchase a brand. This research uses a descriptive quantitative methodology, by distributing questionnaires to several individuals. This research want to see that brand awareness can influence repurchased intention, the researcher concludes that Mixue brand awareness influences consumer repurchased intention at Mixue Benton Junction Tangerang. Keywords: Brand awareness, Repurchased intention

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