ANALISIS PENGARUH EMOTIONAL VALUE, MONETARY VALUE, SOCIAL VALUE, COLLECTIVISM, DAN INDIVIDUALISM TERHADAP REPURCHASE INTENTION PADA KONSUMEN YAMAGOYA RAMEN DI SURABAYA
Abstract
Private consumption growth is strengthened, supported by stable rupiah
and the decreasing of inflation. Investment growth continues to strengthen
supported by an ongoing recovery in commodity prices, ongoing reforms to
improve the business environment, lower interest rates, and better business
sentiment.
This study aims to find out how the influence Emotional/quality Value,
Monetary Value, Social Value, Collectivism, and Indiviaulism against Repurchase
Intention conducted on Yamagoya Ramen consumers. The expected benefit of this
research is to increase the repertoire of science in the field of management,
especially how much influence Emotional / Quality Value, Monetary Value,
Social Value, Collectivism, and Indiviaulism which will ultimately increase
Repurchase Intention from Yamagoya Ramen company.
This research is a causal research. The research method is using
quantitative method with data processing using AMOS. Data collection was done
by distributing questionnaires to 105 respondents with characteristics of male and
female respondents aged 18-60 years, knowing Yamagoya Ramen and buying
food menu at restaurant Yamagoya Ramen at least once in the past six months.
The results showed that the variable Emotional / quality Value had no
significant effect on Repurchase Intention with regression coefficient of 0.069;
Monetary Value variable significantly influence to Repurchase Intention with
regression coefficient equal to 0,662; Social Value variable has no significant
effect on Repurchase Intention with regression coefficient of 0.205; Collectivism
variables have no significant effect on Repurchase Intention with regression
coefficient of 0.069; Indiviaulism variables significantly influence Repurchase
Intention with regression coefficient of 0.618;