Apakah Atribut Produk dan Nilai yang diterima Pembeli dapat Berpengaruh Positif terhadap Minat Pembelian Ulang
DOI:
https://doi.org/10.47747/snfmi.v2i1.2331Abstract
This study aims to analyze the effect of product attributes on consumers' perceived value and repurchase intention for ready-to-drink tea in Indonesia. The data used in the study is primary data, collected using an online questionnaire with 166 respondents. The population used is people who have bought and consumed ready-to-drink tea. The sampling technique is nonprobability sampling, namely convenience sampling. Analysis was carried out using the SEM method and AMOS version 22.0 application program. Variables data used in this study include intrinsic attributes, extrinsic attributes, utilitarian values, hedonic values, and interest in repurchasing. These variables form eight hypotheses. The results of the data analysis show that product attributes have a positive and significant influence on the value received by consumers and interest in product repurchases. In other words, product attributes can affect the interest in repurchasing directly and indirectly (through consumer perceived value).
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