Pengaruh Word of Mouth, Perceived Value, dan Harga terhadap Minat Beli Ulang Mixue di Kota Medan

Abstract

In Indonesia, Mixue has been operating since 2020. Since its first outlet in Indonesia was opened in Bandung, Mixue has massively opened outlets throughout Indonesia within two years, one of which is in Medan City. Mixue's rapid development, especially in Medan City, shows that there is a form of customer loyalty to make repeat purchases. Consumer repurchase interest cannot be separated from several factors, namely word of mouth, perceived value, and price. This research is intended to analyze how word of mouth, perceived value, and price influence Mixue's repurchase intention in Medan City. The influence of the word of mouth, perceived value, and price will be analyzed partially and simultaneously on repurchase intention. The form of research used in this study is quantitative research with an associative approach. Sampling was carried out through purposive sampling technique and used 96 respondents as samples. Primary data used in this study were obtained by distributing questionnaires directly while secondary data were obtained through literature studies. The data analysis methods used are validity test, reliability test, classical assumption test, multiple linear regression analysis, and hypothesis test. The results of the study indicate that the variables word of mouth, perceived value, and price have a positive and significant effect both partially and simultaneously on the repurchase interest of Mixue in Medan City. The determination coefficient test shows that there is a close relationship between word of mouth, perceived value, and price on repurchase interest with an R value of 0.984. Through the adjusted R square value, it is also known that the variables word of mouth, perceived value, and price contribute 96.7% to the repurchase interest variable while the remaining 3.3% is influenced by other variables not discussed in this study.