ANALISIS PENGARUH CITRA MEREK, ATRIBUT PRODUK, DAN SIKAP TERHADAP BUNDLING TERHADAP MINAT BELI ULANG DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING (Studi pada konsumen produk Teh Botol Sosro kemasan 450ml di Semarang)

Abstract

The business competition of packaged tea products is increasing, as indicated by the growing number of new brands of bottled tea in packaging. The company must create a new marketing strategy to maintain and gain market share higher. The purpose of this research is to examine the influence of the brand image, attitude toward bundling, and product attributes towards consumer repurchase intention of Teh Botol Sosro product. The population in this research were Teh Botol Sosro consumers in Semarang. The samples were 200 people selected using purposive sampling through a questionnaire. Data obtained from the questionnaires were then processed and analyzed using the SPSS and AMOS program. The results showed that an independent third variable has a positive influence on costumer satisfaction, and customer satisfaction has a positive influence on re-purchase Intention. However, the most influential of the intention to repurchase ‘Teh Botol Sosro’ is the product attributes that influence the customer satisfaction as a determinant of success in increasing re-purchase intention.