Analisis pengaruh brand evidence, brand hearsay, dan satisfaction terhadap repurchase intention melalui brand attitude pelanggan pizza hut delivery di Surabaya

Prayoga, Ryan Anantha (2014) Analisis pengaruh brand evidence, brand hearsay, dan satisfaction terhadap repurchase intention melalui brand attitude pelanggan pizza hut delivery di Surabaya. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Fast food industry is a fast paced industry’s growth in Indonesia, these industrial supply to Indonesia GDP up to 60%. Processed food, canned food and beverages, primary food that served in a restaurant and small to medium size business that runs in culinary. Pizza Hut Delivery, one of the pizza restaurant that serve pizza as a main dishes specialize in delivery within first thirty minute as its trademark. The purpose of this study was to determine the effect of Brand Hearsay, Brand Evidence, Satisfaction and Brand Attitude to Repurchase Intention. The expected benefits of this research is to increase the repertoire of knowledge in the field of management, especially how large the influence of Brand Attitude so as to increase Repurchase Intention that will eventually form the success of the company in the long run. This study is causal. The method used is quantitative methods of processing the data using SPSS. Data was collected by distributing questionnaires to 130 respondents with the characteristics of male and female respondents aged 18-60 years, buy Pizza Hut Delivery product more than once within the last month, know Pizza Hut Delivery advertisement in Surabaya and live in Surabaya. The results showed that consumer alienation with regression coefficient of 0.228, with a regression coefficient of Machiavellianism 2.40 and self esteem with a regression coefficient of 0.279 negatively and significantly affect past customer misbehavior. Aggressiveness variables with regression coefficients of 0.101 and sensation seeking with a regression coefficient of 0.064 for positive but not significant effect on past customer misbehavior. While past customer misbehavior with a regression coefficient of 0.203 and a significant positive effect on future intentions misbehavior. These findings indicate that the intentions affect the past misbehavior future intentions while the variable self-esteem is the highest negative influence on past customer misbehavior. The results showed that Brand Attitude with regression coefficient of 0.607 for positive and significant effect on Repurchase Intention. Variable Brand Hearsay with regression coefficient of 0.629 for positive and significant effect on Brand Evidence. Variable Brand Hearsay with regression coefficient of 0.177 and variable Brand Evidence with regression coefficient of 0.677 for positive and significant effect on Satisfaction. Variable Brand Evidence with regression coefficient of 0.338, variable Brand Hearsay 0.180, variable Satisfaction with regression coefficient of 0.272, for positive and significant effect on Brand Attitude. These findings indicate that Brand Attitude affect Repurchase Intention / Industri makanan cepat saji (fast food) merupakan industri yang mengalami pertumbuhan pesat di Indonesia. Pertumbuhan dalam bidang makanan mampu menyuplai PDB Indonesia hingga sebesar 60%. Dengan berbagai bentuk industri makanan di Indonesia mulai dari makanan olahan, makanan primer (restoran) hingga makanan dan minuman dalam kemasan serta berbagai UMKM di Indonesia yang bergerak di bidang makanan. Pizza Hut Delivery sebagai salah satu perusahaan restoran besar di Indonesia yang menyajikan pizza sebagai menu utama dengan menggunakan kecepatan pengiriman dalam waktu 30 menit sebagai ciri khas dari perusahaan. Adapun tujuan dari penelitian ini adalah untuk mengetahui pengaruh dari Brand Hearsay, Brand Evidence, Satisfaction dan Brand Attitude terhadap Repurchase Intention. Manfaat yang diharapkan dari penelitian ini adalah menambah khasanah ilmu pengetahuan di bidang manajemen khususnya seberapa besar pengaruh Brand Attitude sehingga dapat meningkatkan Repurchase Intention yang pada akhirnya akan membentuk kesuksesan dari perusahaan dalam jangka panjang. Penelitian ini merupakan penelitian kausal. Metode penelitian yang digunakan adalah metode kuantitatif dengan pengolahan data menggunakan SPSS. Pengumpulan data dilakukan dengan penyebaran kuesioner kepada 130 responden dengan karakteristik responden pria dan wanita berumur 18-60 tahun, melakukan pembelian produk Pizza Hut Delivery lebih dari sekali dalam satu bulan terakhir, mengetahui iklan yang dilakukan Pizza Hut Delivery di Surabaya dan berdomisili di Surabaya. Hasil penelitian menunjukkan bahwa Brand Attitude dengan koefisien regresi sebesar 0.607 mempengaruhi secara positif dan signifikan terhadap Repurchase Intention. Variabel Brand Hearsay dengan koefisien regresi sebesar 0.629 mempengaruhi secara positif dan signifikan terhadap Brand Evidence. Variabel Brand Hearsay dengan koefisien regresi sebesar 0.177 dan variabel Brand Evidence dengan koefisien regresi sebesar 0.677 mempengaruhi secara positif dan signifikan terhadap Satisfaction. Serta variabel Brand Evidence dengan koefisien regresi sebesar 0.338, variabel Brand Hearsay dengan koefisien regresi sebesar 0.180, variabel Satisfaction dengan koefisien regresi sebesar 0.272, mempengaruhi secara positif dan signifikan terhadap Brand Attitude. Temuan tersebut mengindikasikan bahwa Brand Attitude mempengaruhi Repurchase Intention

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