Muhammad, Ryan Syahputra (2025) PENGARUH CITRA MEREK, HARGA, DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG PADA KONSUMEN MCDONALD’S DI KOTA SURABAYA. Undergraduate thesis, UPN Veteran Jawa Timur.
![[img]](https://repository.upnjatim.ac.id/style/images/fileicons/text.png) |
Text (COVER)
COVER.pdf Download (2MB) |
|
Text (BAB I)
BAB I.pdf Download (273kB) |
|
Text (BAB II)
BAB II.pdf Restricted to Repository staff only until 7 November 2027. Download (319kB) |
|
Text (BAB III)
BAB III.pdf Restricted to Repository staff only until 7 November 2027. Download (346kB) |
|
Text (BAB IV)
BAB IV.pdf Restricted to Repository staff only until 7 November 2027. Download (661kB) |
|
Text (BAB V)
BAB V.pdf Download (138kB) |
|
Text (DAFTAR PUSTAKA)
DAFTAR PUSTAKA.pdf Download (196kB) |
|
Text (LAMPIRAN)
LAMPIRAN.pdf Restricted to Repository staff only Download (1MB) |
Abstract
MUHAMMAD RYAN SYAHPUTRA, DETERMINANTS OF REPURCHASE INTENTION BASED ON BRAND IMAGE, PRICE, AND SERVICE QUALITY AMONG MCDONALD’S CONSUMERS IN SURABAYA This research aims to analyze the effect of brand image, price, and service quality on repurchase intention among McDonald’s consumers in Surabaya, a city with a highly competitive fast-food market. The study employed a quantitative associative causal approach with a sample of 155 respondents selected through purposive sampling, and the data were obtained using structured questionnaires. The analytical method applied was multiple linear regression to test both partial and simultaneous effects of the independent variables on repurchase intention. The results demonstrate that brand image and price significantly and positively influence repurchase intention, indicating that consumers are more likely to revisit McDonald’s when they perceive the brand as strong and when prices are considered fair and competitive. Conversely, service quality was found to have no significant effect, suggesting that other factors such as brand perception and pricing strategies play a more dominant role in shaping consumer loyalty. However, when tested simultaneously, brand image, price, and service quality collectively exert a significant influence on repurchase intention, with an adjusted R² value of 54.8%, meaning that these three variables explain more than half of the variation in consumer decisions to repurchase. These findings emphasize the importance for fast-food businesses, particularly McDonald’s, to prioritize maintaining a strong brand image and implementing effective pricing strategies while still ensuring adequate service standards, as these aspects are essential to sustaining customer satisfaction and loyalty in a highly dynamic and competitive industry environment. Keywords: Brand Image, Price, Service Quality, Repurchase Intention, McDonald’s, Surabaya.
| Item Type: | Thesis (Undergraduate) | ||||||||
|---|---|---|---|---|---|---|---|---|---|
| Contributors: |
|
||||||||
| Subjects: | H Social Sciences > HF Commerce > HF5001 Business. Business Administration | ||||||||
| Divisions: | Faculty of Social and Political Sciences > Departement of Business Administration | ||||||||
| Depositing User: | Muhammad Ryan Syahputra | ||||||||
| Date Deposited: | 10 Nov 2025 01:15 | ||||||||
| Last Modified: | 10 Nov 2025 01:15 | ||||||||
| URI: | https://repository.upnjatim.ac.id/id/eprint/46233 |
Actions (login required)
 |
View Item |