ANALISIS PENGARUH CONSUMER PERCEPTION (HEALTH, SAFETY, ENVIRONMENTAL FRIENDLY, PRODUCT QUALITY) TERHADAP ACTUAL REPURCHASE BEHAVIOR MELALUI REPURCHASE INTENTION PADA KONSUMEN CIMORY DI SURABAYA

Abstract

Yogurt is a dairy product that is through the fermentation process of lactic acid bacteria, lactobacillus bulgaricus and streptococcus thermophilus. The advantages of yogurt from other dairy products are more amount of protein. The amount of yogurt protein is higher than milk due to the addition of yogurt protein from the synthesis of microbes and the protein content of these microbes. Yogurt is very useful for human health, because yogurt maintains stomach acid balance and suppresses the growth of pathogenic bacteria in the intestine. This study aims to determine how the effects of Health, Safety, Environmental Friendly, Product Quality on Actual Repurchase Behavior through Repurchase Intention. The expected benefit of this research is to add to the repertoire of knowledge in the field of management, especially how much influence six variables have so as to increase the Actual Repurchase Behavior which in turn will result in a repeat purchase of Cimory products in Surabaya. This research is a causal study. The research method used is a quantitative method by processing data using AMOS. Data collection was done by distributing questionnaires to 100 respondents with the characteristics of male respondents and women aged 18-60 years, who had bought Cimory products in one time in the last two months. The results showed that Health with a regression coefficient of 0.236 positively and significantly affected Repurchase Intention, Safety with a regression coefficient of 0.469 positively and significantly affected Repurchase Intention, Environmental Friendly with a regression coefficient of 0.314 positively and significantly affected Repurchase Intention, Product Quality with coefficients regression of 0.609 positively and significantly affects Repurchase Intention, Repurchase Intention with a regression coefficient of 0.881 positively and significantly affects the Actual Repurchase Behavior.