DOI: https://doi.org/10.9744/jmp.6.2.79-87

BAGAIMANA KEAMANAN PANGAN, KUALITAS MAKANAN DAN CITRA MEREK MEMPENGARUHI MINAT BELI ULANG

Hanjaya Siaputra

Abstract


Lika-liku bisnis makanan dan minuman tidak selalu semanis yang dibayangkan. Kejadian keracunan makanan dan minuman masih sering membayangi geliat usaha di bidang yang satu ini. Ketika tragedi seperti ini terjadi, restoran harus berusaha keras menumbuhkan minat beli ulang konsumen atas produk yang ditawarkan. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh keamanan pangan, kualitas makanan dan citra merek terhadap minat beli ulang konsumen restoran “XYZ” dengan kepuasan konsemen sebagai mediator. Penelitian ini menggunakan pendekatan kuantitatif kausal dengan penyebaran kuesioner kepada 146 responden yang pernah mengkonsumsi produk restoran “XYZ”. Data yang terkumpul dianalisis dengan Partial Least Square. Dari hasil analisa data yang dilakukan, terbukti adanya pengaruh yang positif dan signifikan antara keamanan pangan, kualitas makanan, citra merek, dan kepuasan konsumen terhadap minat beli ulang. Dalam penelitian ini juga terbukti bahwa kepuasan konsumen dapat berperan sebagai mediator terhadap minat beli ulang

Keywords


Keamanan pangan, kualitas makanan, citra merek, kepuasan konsumen, minat beli ulang

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DOI: https://doi.org/10.9744/jmp.6.2.79-87



The Journal is published by The Institute of Research & Community Outreach - Petra Christian University. It available online supported by Directorate General of Higher Education - Ministry of National Education - Republic of Indonesia.

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