Analisis Faktor-Faktor yang Mempengaruhi Minat Beli Ulang pada Produk McDonald di Surabaya

Abstract

Globalization has increased competition between foreign brands and local brands, especially in today's society is the main needs of the food and the people in the need to something that is fast paced. One of the famous foreign brands in Indonesia is a fast food restaurant Mcdonald's. Positive impression of a brand will emerge to encourage the formation of Repurchase Intention consumers.This study aimed to analyze the factors that influence consumers' buying interest re Mcdonald's products in Surabaya.The samples used in this research that people who live in Surabaya with a minimum age of 17 years which has been consume at fast food Restaurant Mcdonald's less than 2 months with samples taken as many as 115 respondents. processing and analyzing the data in this study is by using Structural Equation Modeling (SEM) with AMOS 16.0 software as software for data processing. In the model used in this research illustrates that the repurchase variable Intention is influenced by variables trust of salesperson and trust of manufacturer. Variables trust of salesperson and trust of manufacturer selling tactics are influenced by variables, service quality and familiarity. Based on the calculation of the regression coefficients obtained by the variable trust of manufacturer had a positive influence and have a greater influence than the trust of salesperson to variable repurchase intention. The variable service quality is a dominant variable in influencing the formation of a trust of salesperson variables and trust of manufacturer rather than variable selling tactics and familiarity.