Pengaruh Bauran Pemasaran Terhadap Niat Beli Ulang Bahan Pokok Telur Ayam Negeri Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Di Kota Surakarta

Al Farizzi, Muhammad Salman and , Dra. Wuryaningsih Dwi Lestari, M.M (2023) Pengaruh Bauran Pemasaran Terhadap Niat Beli Ulang Bahan Pokok Telur Ayam Negeri Dengan Kepuasan Pelanggan Sebagai Variabel Intervening Di Kota Surakarta. Skripsi thesis, Universitas Muhammadiyah Surakarta.

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Abstract

This study aims to examine the effect of the marketing mix on the Repurchase Intention of Domestic Chicken Eggs in Surakarta City with customer satisfaction as the intervening variable. This research was conducted to gain a better understanding of the factors that influence consumer repurchase intention in buying free-range chicken eggs in the city of Surakarta, as well as the role of consumer satisfaction in mediating the relationship between marketing mix and repurchase intention. The research method used is a survey with a quantitative approach. The sample of this study consisted of 120 respondents who were buyers of Domestic Chicken Eggs in Surakarta City. Data were collected through questionnaires which were then analyzed using multiple regression analysis and path analysis techniques. The results showed that the marketing mix and Repurchase Intention had a positive and significant effect. In addition, customer satisfaction has no significant effect on Repurchase Intentions. The results of the analysis show that customer satisfaction has no significant effect in mediating the marketing mix relationship with Repurchase Intention.

Item Type:	Thesis (Skripsi)
Uncontrolled Keywords:	Marketing Mix, Customer Satisfication, Repurchase Intention
Subjects:	H Social Sciences > HD Management, Business and Labor > HD28 Management H Social Sciences > HD Management, Business and Labor > HD28 Management > HD283 Marketing Management
Divisions:	Fakultas Ekonomi dan Bisnis > Manajemen
Depositing User:	MUHAMMAD SALMAN AL FARIZZI
Date Deposited:	18 Aug 2023 08:50
Last Modified:	22 Dec 2023 02:31
URI:	http://eprints.ums.ac.id/id/eprint/116177

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