Pengaruh Citra Toko Dan Nilai Yang Dirasakan Terhadap Niat Beli Ulang Yang Dimoderasi Oleh Persepsi Risiko Covid ‘19 Pada Pelanggan Indomaret Di Surabaya
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Institusion
Sekolah Tinggi Ilmu Ekonomi Perbanas Surabaya
Author
Ramadani, Citra Putri
Subject
658.8 - MANAGEMENT OF MARKETING
Datestamp
2024-02-15 01:58:51
Abstract :
The retail business in Indonesia is growing quite rapidly, the trade sector grew 13.02 percent from the third quarter of 2019. This can be seen from the Fast Moving Consumer Good (FMCG) growth indicator. FMCG consumption in the modern retail sector was 7.6 percent, with details of the minimarket format at 12 percent, while the supermarket and hypermarket formats grew negative 5.8 percent. In this way, it means that there has been a change in people's consumption styles, who currently prefer to shop for daily necessities in supermarkets in minimarket format because their location is closer to residential areas and is more practical. Indomaret is a pioneer in the minimarket sector in Indonesia. The presence of the Covid '19 virus poses several dangerous risks that influence the purchasing behavior of Indomaret customers in Surabaya. The aim of this research is to determine and analyze the influence of brand image and perceived value on repurchase intention which is moderated by the perceived risk of Covid '19 among Indomaret customers in Surabaya. The sample for this research is Indomaret customers in Surabaya. Data was obtained from 290 respondents with the provision of 35 respondents as a small sample for testing validity and reliability using the IBM SPSS Statistics 23.0 program. Meanwhile, for a large sample of 255 respondents, the Partial Least Square Structural Equation Modeling (PLS-SEM) test used the WarpPLS 7.0 program. The results of this analysis test show that brand image and perceived value have a significant influence on the repurchase intention of Indomaret customers in Surabaya, brand image and perceived value have a significant influence on the repurchase intention of Indomaret customers in Surabaya which is moderated by the perceived risk of Covid '19, finally image stores have a significant effect on the perceived value of Indomaret customers in Surabaya.
The retail business in Indonesia is growing quite rapidly, the trade sector grew 13.02 percent from the third quarter of 2019. This can be seen from the Fast Moving Consumer Good (FMCG) growth indicator. FMCG consumption in the modern retail sector was 7.6 percent, with details of the minimarket format at 12 percent, while the supermarket and hypermarket formats grew negative 5.8 percent. In this way, it means that there has been a change in people's consumption styles, who currently prefer to shop for daily necessities in supermarkets in minimarket format because their location is closer to residential areas and is more practical. Indomaret is a pioneer in the minimarket sector in Indonesia. The presence of the Covid '19 virus poses several dangerous risks that influence the purchasing behavior of Indomaret customers in Surabaya. The aim of this research is to determine and analyze the influence of brand image and perceived value on repurchase intention which is moderated by the perceived risk of Covid '19 among Indomaret customers in Surabaya. The sample for this research is Indomaret customers in Surabaya. Data was obtained from 290 respondents with the provision of 35 respondents as a small sample for testing validity and reliability using the IBM SPSS Statistics 23.0 program. Meanwhile, for a large sample of 255 respondents, the Partial Least Square Structural Equation Modeling (PLS-SEM) test used the WarpPLS 7.0 program. The results of this analysis test show that brand image and perceived value have a significant influence on the repurchase intention of Indomaret customers in Surabaya, brand image and perceived value have a significant influence on the repurchase intention of Indomaret customers in Surabaya which is moderated by the perceived risk of Covid '19, finally image stores have a significant effect on the perceived value of Indomaret customers in Surabaya.
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