The Effect of Perceived Quality, Brand Experience and Perceived Risk on the Repurchase Intention of McDonald's Products in Kediri City

Maratus Della Fadhila, Kartika Anggraeni Sudiono Putri

Abstract


This study aims to determine how the influence of perceived quality, brand experience and repurchase intention on repurchase interest in McDonald's products in Kediri City, which is ranked the second most popular fast food restaurant in Indonesia. McDonald's is also one of the pioneers of fast food business in Kediri City where the city is among the richest cities in Indonesia that has successfully recorded the highest Gross Regional Domestic Product (GDP) per capita in Indonesia. This research is a quantitative research with 105 respondents. The sampling technique in this study is non-probability sampling with purposive sampling and data analysis techniques using multiple linear regression. Data analysis was carried out using descriptive statistics with SPSS software version 24. The results showed that perceived quality had a partial significant effect on repurchase intention. Brand experience has a partial significant effect on repurchase intention. Perceived risk has a partial significant effect on repurchase intention. And perceived quality, brand experience and perceived risk have a significant effect simultaneously on repurchase intention.

Keywords


Perceived quality; Brand experience; Perceived risk; Repurchase intention

Full Text:

PDF

References


Aditiya, I. M. (2021). Get to know Kediri, the Richest City in Indonesia with Fantastic Income. Goodnewsfromindonesia.Id. https://www.goodnewsfromindonesia.id/2021/01/15/mengenal-kediri-kota-terkaya-di-indonesia-dengan-pendapatannya-yang-fantastis#:~:text=Kediri has also received an award as a city by Business Digest%2C research business unit of SWA group.

Agustina, S. (2019). 5 Healthiest Menus at McDonald's According to Nutritionists. Tribuntravel.Com. https://travel.tribunnews.com/2019/03/23/5-menu-paling-sehat-di-mcdonalds-menurut-ahli-gizi?page=2

Anggriani, Y. & Ismunandar, I. (2022). The influence of brand awareness and perceived quality on repurchase intention on Ms Glow products in Bima City. JUEB : Journal of Economics and Business, 1(2), 71–81. https://doi.org/10.55784/jueb.v1i2.120

Assalam, A. F., &; Hidayat, R. (2020). The influence of brand experience on the interest in rebuying Tunas Daihatsu Soekarno-Hatta Bandung in 2019. E-Proceedings of Applied Science, 6(2), 995–1004.

Coverage6. (2023). The Culinary Sector Dominates the Franchise Business in Indonesia. Liputan6.Com. https://www.liputan6.com/bisnis/read/5230548/sektor-kuliner-dominasi-bisnis-waralaba-di-indonesia?page=2

Devi. (2023). McDonald's Analysis: SWOT and the Secret to the Success of the World's Largest Burger Company. Perpusteknik.Com. https://perpusteknik.com/analisi-mengenai-mcdonalds-swot/

Durianto. (2007). Market Conquering Strategies. Gramedia Main Library.

Ghozali, I. (2011). Applications of Multivariate Analysis with IBM SPSS 19 Program. Diponegoro University.

Ghozali, I. (2016). Application of Multivariate Analysis with IBM SPSS 22 Program. Diponegoro University.

Gómez-Suárez, M., &; Veloso, M. (2020). Brand experience and brand attachment as drivers of WOM in hospitality. Spanish Journal of Marketing - ESIC, 24(2), 231–246. https://doi.org/10.1108/SJME-12-2019-0106

Hasan, A. (2013). Marketing and Elective Cases. Center For Academic Publishing Service.

Hieronanda, A. T., Nugraha A. K. N. A. (2017). Analyzing determinants influencing an individual׳s intention to use social commerce website. Future Business Journal, 3(1), 70–85. https://doi.org/10.1016/j.fbj.2017.02.001

J. Paul Peter, J. C. O. (2014). Consumer behavior and marketing strategy. McGraw-Hill.

Kediri, P. (2022). BPS: The economy of Kediri City in 2021 grew 2.50 percent, the fifth largest contributor to East Java's GDP. Kedirikota.Go.Id. https://www.kedirikota.go.id/p/dalamberita/13573/bps-perekonomian-kota-kediri-2021-tumbuh-250-persen-penyumbang-pdrb-terbesar-kelima-jatim#:~:text=Sepanjang 2021%2C the economy of Kediri City was able to grow in, the economy from the previous year which contracted -6%2C25 percent

Keller, K. (2016). Marketing Management. Erlangga.

Kristyani, O. V., &; Kristyana, N. (2022). The Effect of Viral Marketing, Brand Experience, and Brand Image on Repurchase Intention (Survey on Scarlett Whitening Skincare Consumers, University of Muhammadiyah Ponorogo Students). Journal of Business Administration FISIPOL UNMUL, 10(2), 125. https://doi.org/10.54144/jadbis.v10i2.8166

Kusuma, A. B., Juanta, A., &; Liliani. (2018). The Effect of Perceived Quality, Price, and Product Knowledge on the Interest in Repurchasing M&B Products in Surabaya City. PERFORMANCE: Journal of Management and Business Start-ups, 3(4), 472-481.

Larasati, A., &; Baehaqi, M. (2022). The Effect of Perceived Quality and Brand Image on Repurchase Intention with Customer Satisfiaction as an Intervening Variable (Study on Vivo Smartphone Users in Kebumen Regency). Scientific Journal of Management Students, 4(1), 2022. https://jurnal.universitasputrabangsa.ac.id/index.php/jimmba/article/download/64/29

Leon G. Schiffman, L. L. K. (2010). Consumer Behavior (9th ed.). Pearson Prentice Hall.

Manullang, I. M. (2017). The Effect of Quality Perception and Customer Satisfaction on Interest in Repurchasing Pepsodent Toothpaste (Case Study of Students of the Faculty of Economics, Santo Thomas Catholic University, North Sumatra). Journal of Management and Business, 69–90. https://doi.org/10.54367/jmb.v16i1.125

Marpaung Rio. (2013). The Influence of Leadership and Motivation on the Morale of Employees of the Agriculture, Livestock and Fisheries Office of Siak Regency. Journal of Economics, 21, 1–16.

Mikhail, E. M. (2013). The effect of Perceived Risk on Online Shopping in Jordan. European Journal of Business and Management, 5(6), 76–87.

Nofrialdi, R. (2021). Online Shopping Behavior Model: Determining the Factors Affecting Repurchase Intention. Journal of Law, Politics and Humanities, 1(2), 88–97. https://doi.org/10.38035/jlph.v1i2.66

Pramezwary, A., Juliana, J., Eagan, B., Putri, F. J., &; Setiadi, S. (2021). The influence of Burger King's brand identity and sales strategy on consumer purchasing decisions. Horizon - Journal of Humanities, 21(1), 10–18. https://doi.org/10.31294/jc.v21i1.9540

Rodgers, E. (2023). Fast food consumption statistics. Drive Research. https://www-driveresearch-com.translate.goog/market-research-company-blog/fast-food-consumption-statistics/?_x_tr_sl=en&_x_tr_tl=id&_x_tr_hl=id&_x_tr_pto=tc

Sari, A. N., Pangestu, S., Erisya, Y., &; Putri, A. M. (2021). Analysis of Strategic Management at McDonald's Fast Food Restaurants. 5, 2917–2927.

Siregar, S. (2015). Parametric statistics for quantitative research: Equipped with manual calculations and SPSS application version 17. Earth Literacy.

Soedionon, w., Wenadanaji Prasastyo, K., &; Adeline, M. (2020). The influence of brand experience, brand image-congruence, brand affect and brand trust on the repurchase intention of Berrybenka fashion products online in Jakarta. Business Media, 12(1), 57–66. https://doi.org/10.34208/mb.v12i1.881.

Sugiyono. (2021). Quantitative, qualitative, and R&D research methods (3rd ed.). Alphabeta.

Tarmidi, D., Santoso, A. B., Marinda, V. S., &; Amalia, S. (2022). Perceived Value and Perceived Quality on Repurchase Intention: The Case Study of Spotify in Bandung. JIIP - Scientific Journal of Educational Sciences, 5(8), 3212–3216. https://doi.org/10.54371/jiip.v5i8.826.

Tjiptono, F. (2015). Marketing Strategy, 4th Edition. Andy Publishers.

Valen. (2021). 12 Differences Between KFC and McD Indonesia. Foodierate. https://www.foodierate.com/blog/beda-kfc-dan-mcd

Zahroq, E. L., &; Asiyah, B. N. (2022). Analysis of purchase decision makers and their implications for repurchase interest in Generation-Z Shopee users. Juremi: Journal of Economic Research, 2(1), 83–98. https://doi.org/10.53625/juremi.v2i1.2377.




DOI: https://doi.org/10.20527/jee.v5i2.12156

Refbacks

  • There are currently no refbacks.


 

JEE has been Accredited by:


JEE has been Indexed/Abstracted/Listed by:

 

 

 

 

 

 

Managed by:

PROGRAM STUDI PENDIDIKAN EKONOMI
FAKULTAS KEGURUAN DAN ILMU PENDIDIKAN
UNIVERSITAS LAMBUNG MANGKURAT

Jl. Brigjend H. Hasan Basry, Kampus ULM Banjarmasin, Kota Banjarmasin, Kecamatan Banjarmasin Utara, Provinsi Kalimantan Selatan, Indonesia, 70123

  

Journal License:


Journal of Economics Education and Entrepreneurship is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License