ANALISIS PENGARUH CUSTOMER EXPERIENCE TERHADAP MINAT BELI ULANG (Studi Kasus pada Konsumen restoran The House of Raminten Yogyakarta)
Abstract: The
success of a restaurant can be seen from the amount of visitors who acquired
continuously. But in 2012 visitors the House of Raminten restaurant has
decreased and received some complaints that indicate the visitors consumer
dissatisfaction, consumers who dissatisfied then do not have repurchase
intention. So this research is aimed to analyze the affect of customer
experience that is sense (X1), feeling (X2), thinking (X3), action (X4), and
relation (X5) experience. toward the repurchase intention (Y) at The House of
Raminten restaurant Yogyakarta.
Data analysis uses quantitative method by IBM SPSS statistics software
version 20. The population of this research are the consumers of The House of
Raminten. The amount of sampels are 100 respondens and the sampling method is
accidental sampling. Data collection is done by using questionnaire. The data
analyze by using multiple linear regression analysis.
The t test result show that customer experience
(sense,feeling,thinking,action and relation experience) have positive and
significant affect to repurchase intention. The multiple linier regression
result show that the most dominant affect toward repurchase intention is think
experience variable. The coefficient of determination (adjusted R2) obtained
for 0,948, this means 94,8% repurchase intention is influenced by sense,
feeling, thinking, act, and relation experience. It mean 5,2% has influenced by
other variables beyond this research.
Penulis: Ika Pratama
Kusumawati, Sutopo
Kode Jurnal: jpmanajemendd131114
