Pengaruh Brand Image, Customer Experience dan Kualitas Layanan Terhadap Repurchase Decision Pada Toko Bangunan Mesari Press

I Wayan Eka Saputra; Ni Wayan Eka Mitariani; I Made Surya Prayoga

doi:10.36733/emas.v7i2.13564

Authors

I Wayan Eka Saputra Universitas Mahasaraswati Denpasar
Ni Wayan Eka Mitariani Universitas Mahasaraswati Denpasar
I Made Surya Prayoga Universitas Mahasaraswati Denpasar

DOI:

https://doi.org/10.36733/emas.v7i2.13564

Keywords:

brand image, customer experience, kualitas layanan, repurchase decision, UMKM bahan bangunan

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh brand image, customer experience, dan kualitas layanan terhadap repurchase decision pada Toko Bangunan Mesari Press di Denpasar Selatan. Penelitian ini dilatarbelakangi oleh fluktuasi penjualan yang terjadi sepanjang periode Januari 2024 hingga Januari 2025 serta semakin ketatnya persaingan usaha di sektor bahan bangunan. Penelitian ini menggunakan pendekatan kuantitatif, dengan pengumpulan data dilakukan melalui penyebaran kuesioner kepada 114 responden yang ditentukan menggunakan kombinasi teknik purposive sampling dan accidental sampling. Data penelitian diolah menggunakan analisis regresi linier berganda yang didahului dengan pengujian validitas, reliabilitas, serta pemenuhan asumsi klasik. Hasil analisis menunjukkan bahwa brand image, customer experience, dan kualitas layanan secara bersama-sama memiliki pengaruh yang signifikan terhadap keputusan pembelian ulang, yang ditunjukkan oleh nilai Fhitung sebesar 69,444 dengan tingkat signifikansi 0,000. Secara terpisah, ketiga variabel tersebut juga terbukti memberikan pengaruh positif dan signifikan terhadap repurchase decision. Nilai koefisien determinasi sebesar 0,654 mengindikasikan bahwa sebesar 65,4% variasi keputusan pembelian ulang dapat dijelaskan oleh brand image, customer experience, dan kualitas layanan, sementara sisanya dipengaruhi oleh faktor-faktor lain di luar model penelitian. Temuan ini mengindikasikan bahwa peningkatan citra merek, pengalaman pelanggan, dan kualitas layanan merupakan strategi penting bagi Toko Bangunan Mesari Press untuk meningkatkan pembelian ulang konsumen.

This study aims to analyze the influence of brand image, customer experience, and service quality on repurchase decisions at the Mesari Press Building Store in South Denpasar. This study was motivated by sales fluctuations that occurred during the period from January 2024 to January 2025 and increasingly fierce competition in the building materials sector. This study uses a quantitative approach, with data collection conducted through the distribution of questionnaires to 114 respondents determined using a combination of purposive sampling and accidental sampling techniques. The research data was processed using multiple linear regression analysis preceded by validity, reliability, and classical assumption testing. The results of the analysis show that brand image, customer experience, and service quality together have a significant influence on repurchase decisions, as indicated by an F-count value of 69.444 with a significance level of 0.000. Separately, these three variables are also proven to have a positive and significant influence on repurchase decisions. The coefficient of determination value of 0.654 indicates that 65.4% of the variation in repurchase decisions can be explained by brand image, customer experience, and service quality, while the rest is influenced by factors outside the research model. These findings indicate that improving brand image, customer experience, and service quality are important strategies for Mesari Press Building Materials Store to increase consumer repurchases.

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