PENGARUH PHYSICAL ENVIRONMENT, COUNTRY OF ORIGIN DAN PROMOSI PENJUALAN TERHADAP REPURCHASE INTENTION PRODUK MC DONALD’S YOGYAKARTA

Bindy Umamah

Abstract


Penelitian ini bertujuan untuk mengetahui pengaruh physical environment, country of origin dan sales promotion terhadap repurchase intention produk Mc Donald’s Yogyakarta. Penelitian ini menggunakan metode asosiatif dengan pendekatan kuantitatif. Populasi pada penelitian ini adalah konsumen yang pernah melakukan pembelian di Mc Donald’s Yogyakarta. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah sampel sebanyak 150 orang. Teknik pengumpulan data menggunakan kuesioner yang telah diuji validitas dan reliabilitasnya. Teknik analisis data yang digunakan adalah regresi berganda. Hasil penelitian menunjukkan bahwa: (1) physical environment berpengaruh positif terhadap repurchase intention produk Mc Donald’s Yogyakarta, (2) country of origin berpengaruh positif terhadap repurchase intention produk Mc Donald’s Yogyakarta, (3) sales promotion berpengaruh positif terhadap repurchase intention produk Mc Donald’s Yogyakarta, dan (4) physical environment, country of origin dan sales promotion secara simultan berpengaruh positif terhadap repurchase intention produk Mc Donald’s Yogyakarta.

Kata kunci: Physical Environment, Country of Origin, dan Sales Promotion, Repurchase Intention


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