Niat Pembelian Ulang Konsumen: Tinjauan Kemudahan Transaksi Non-Tunai, Kepercayaan Konsumen, dan Kesesuaian Harga

Abstract

Penelitian menganalisis kemudahan transaksi non-tunai, kepercayaan konsumen dan kesesuaian harga dalam mempengaruhi niat pembelian kembali pada konsumen Alfamart Cileungsi-Bogor. Responden penelitian berjumlah 99 konsumen yang diambil secara acak (accidental sampling) dengan diminta mengisi kuesioner tertutup skala satu sampai sepuluh. Data dianalisis berturut-turut berupa analisis deskripktif dan analisis regresi linier berganda. Penelitian menghasilkan temuan bahwa kemudahan transaksi non-tunai dan kepercayaan konsumen tidak berpengaruh terhadap niat pembelian kembali. Kesesuaian harga berpengaruh terhadapa niat pembelian kembali dengan arah positif. This study analyzes the ease of non-cash transactions, consumer confidence and price suitability in influencing the intention to buy back in Alfamart Cileungsi-Bogor consumers. The respondents to the study amounted to 99 consumers who were randomly taken (accidental sampling) by being asked to fill out a closed questionnaire on a scale of one to ten. The data were analyzed sequentially in the form of descriptive analysis and multiple linear regression analysis. The study produced findings that the ease of non-cash transactions and consumer trust had no effect on repurchase intentions. Price suitability affects the intention to buy back in a positive direction.