Putri, Aulia Life Rahma (2025) Pengaruh Brand Perception, Social Influence dan Attitude to Functional Food Terhadap Repurchase Intention Dengan Conspicuous Consumption Sebagai Variabel Intervening (Studi Pada Kopi Keliling Kelana di Surabaya). Undergraduate thesis, UPN VETERAN JAWA TIMUR.
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Abstract
Technological advances in the era of globalization have changed people's lifestyles, including in the coffee business trend. Mobile coffee is increasingly prevalent in Surabaya due to its ease of access and low operational costs. Kopi Kelana is a pioneer of electric bicycle-based mobile coffee, offering an easy solution for consumers who want to buy coffee at affordable prices without having to go to a conventional coffee shop. The rapidly growing trend of “coffee drinking” opens up new business opportunities in this industry. This study analyzes the effect of Brand Perception, Social Influence, and Attitude to Functional Food on Repurchase Intention, with Conspicuous Consumption as an intervening variable. This study uses an associative quantitative approach and purposive sampling technique, this study involved 100 respondents through a questionnaire. The results of this study indicate that Brand Perception has a significant effect on Conspicuous Consumption, but does not directly affect Repurchase Intention. Social Influence has no significant effect on Conspicuous Consumption and Repurchase intention, while Attitude to Functional Food has a strong impact on Conspicuous Consumption and Repurchase Intention. Conspicuous Consumption does not mediate the relationship between Brand Perception and Repurchase Intention, but strengthens the influence of Social Influence. Keyword : Brand Perception, Social Influence, Attitude to Functional Food, Repurchase Intention, Conspicuous Consumption
| Item Type: | Thesis (Undergraduate) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HB Economic Theory H Social Sciences > HF Commerce > HF5001 Business. Business Administration H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of Products H Social Sciences > HF Commerce > HF5415.5 Customer services |
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| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Aulia Life Rahma Putri | ||||||||
| Date Deposited: | 19 May 2025 05:21 | ||||||||
| Last Modified: | 19 May 2025 05:21 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/36331 |
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