PENGARUH KESADARAN HALAL, PENGALAMAN PELANGGAN, VARIASI MENU DAN PROMOSI MEDIA SOSIAL TERHADAP MINAT BELI ULANG WINGSTOP (Studi kasus : Wingstop Green Pramuka Square)

Angraini, Vivian (2023) PENGARUH KESADARAN HALAL, PENGALAMAN PELANGGAN, VARIASI MENU DAN PROMOSI MEDIA SOSIAL TERHADAP MINAT BELI ULANG WINGSTOP (Studi kasus : Wingstop Green Pramuka Square). Skripsi thesis, Sekolah Tinggi Ilmu Ekonomi Indonesia.

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Abstract

This study aims to determine the effect of halal awareness, customer experience, menu variations, and social media promotions on the intention to buy Wingstop at Green Pramuka Square. The method used in this research is descriptive quantitative method. The population in this study are Wingstop consumers at Green Pramuka Square. The data used in this study is in the form of primary data with data collection techniques using questionnaires through the Google form. The sampling technique used in this study was a purposive sampling technique with 110 respondents. The analytical method used in this study is Partial Least Square (PLS) using the SmartPLS version 3.2.9 application and evaluated with the Outer Model and Inner Model. The results of the study prove that the variables Halal Awareness, Menu Variation, and Social Media Promotion have a significant effect on Repurchase Intention but for the Customer Experience variable it has a positive but not significant effect on Repurchase Intention. Penelitian ini bertujuan untuk mengetahui pengaruh kesadaran halal, pengalaman pelanggan, variasi menu, dan promosi media sosial terhadap minat beli Wingstop di Green Pramuka Square. Metode yang digunakan dalam penelitian ini adalah metode kuantitatif deskriptif. Populasi dalam penelitian ini adalah konsumen Wingstop di Green Pramuka Square. Data yang digunakan dalam penelitian ini berupa data primer dengan Teknik pengumpulan data menggunakan kuisioner melalui google form. Teknik pengambilan sampel yang digunakan dalam penelitian ini adalah Teknik Purposive Sampling sebanyak 110 responden. Metode analisis yang digunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan menggunakan aplikasi SmartPLS versi 3.2.9 dan di evaluasi dengan Outer Model dan Inner Model. Hasil penelitian membuktikan bahwa variable Kesadaran Halal, Variasi Menu, dan Promosi Media Sosial memiliki pengaruh yang signifikan terhadap Minat Beli Ulang tetapi untuk variable Pengalaman Pelanggan memiliki penagruh positif yang tidak signifikan terhadap Minat Beli Ulang.

Item Type:	Thesis (Skripsi)
Contributors:	Contribution Contributors NIDN Email Thesis advisor Ramaditya, Muhammad NIDN0321118901 ramaditya@stei.ac.id
Uncontrolled Keywords:	Kesadaran Halal, Pengalaman Pelanggan, Variasi Menu, Promosi Media Sosial dan Minat Beli Ulang.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	S1 Manajemen
Depositing User:	VIVIAN ANGRAINI
Date Deposited:	25 Sep 2023 06:52
Last Modified:	25 Sep 2023 06:52
URI:	http://repository.stei.ac.id/id/eprint/10967

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