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;