PERAN SIKAP KONSUMEN DALAM MEMEDIASI PENGARUH RELIGIUSITAS DAN REPUTASI MEREK TERHADAP MINAT BELI ULANG

Ken Sudarti, Salim Bakhrul Ulum

Abstract


This research is brainstormed by the franchise business which develops rapidly. There are so
many franchise trade marks which are developed in Indonesia especially in Semarang such
as Kentucky Fried Chicken (KFC). McDonald, Pizza Hut, Hoka-Hoka Bento, etc. As a fast food
restaurant, KFC has so many competitors which always compete to satisfy the costumers. In
order to attract the customers, KFC has to improve the quality of taste, services and product
innovations. It is done in order to keep the reputations of its trade mark and improve the
repurchase intention. Based on the phenomenon above, the research focuses to analyze how
to improve the repurchase intention of KFC product in Semarang based on religiosity, reputation
of trade mark and the customers attitude. The object of the research are the customers of KFC
in Semarang city which involves 100 responders. The sampling technique used in this research
is purposive sampling. It is a sampling technique based on current criteria. The data collecting
uses questioners which opened questions and closed questions. The data analysis uses double
regresi linier and sobel test with SPSS. The result of the analysis shows that the religiosity and
reputation of trade mark has a positive and significant impact on repurchase intention.

Keywords : Religiosity, Reputation Of Trade Mark, Customer Attitude and Repurchase Intention


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DOI: http://dx.doi.org/10.30659/ekobis.20.2.48-61

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ISSN : 1411-2280

E-ISSN : 2685-4767

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