Pengaruh Perceived Value Dan Harga Terhadap Minat Beli Ulang Dengan Kepercayaan Merek Sebagai Variabel Mediasi Dalam Perspektif Bisnis Islam" (Studi Pada Pelanggan Mie Gacoan Kota Bandar Lampung)

Ahmad, Fadil (2025) Pengaruh Perceived Value Dan Harga Terhadap Minat Beli Ulang Dengan Kepercayaan Merek Sebagai Variabel Mediasi Dalam Perspektif Bisnis Islam" (Studi Pada Pelanggan Mie Gacoan Kota Bandar Lampung). Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Industri makanan cepat saji di Indonesia terus berkembang seiring gaya hidup masyarakat yang dinamis dan kebutuhan akan makanan cepat, praktis, dan terjangkau. Dalam persaingan yang ketat, pelaku usaha perlu menciptakan nilai tambah dan strategi pemasaran efektif untuk mempertahankan loyalitas konsumen. Penelitian ini menganalisis pengaruh Perceived Value dan harga terhadap minat beli ulang konsumen Mie Gacoan di Bandar Lampung, dengan kepercayaan merek sebagai variabel mediasi, menggunakan pendekatan kuantitatif berbasis Theory of Planned Behavior. Data dikumpulkan melalui kuesioner terhadap 100 responden dan dianalisis dengan SEM-PLS 4.0. Hasilnya, Perceived Value berpengaruh positif signifikan terhadap minat beli ulang namun negatif terhadap kepercayaan merek; harga berpengaruh negatif signifikan terhadap minat beli ulang dan tidak signifikan terhadap kepercayaan merek. Kepercayaan merek berpengaruh kuat terhadap minat beli ulang serta memediasi hubungan Perceived Value dengan minat beli ulang, tetapi tidak memediasi pengaruh harga. ABSTRACT The fast-food industry in Indonesia continues to grow in line with the increasingly dynamic lifestyles of consumers and the demand for quick, practical, and affordable meals. In an increasingly competitive market, businesses must create added value and implement effective marketing strategies to maintain customer loyalty. This study examines the effect of perceived value and price on repurchase intention among Mie Gacoan consumers in Bandar Lampung, with brand trust as a mediating variable, using a quantitative approach grounded in the Theory of Planned Behavior. Data were collected through questionnaires from 100 respondents and analyzed using SEM-PLS 4.0. The results reveal that perceived value has a significant positive effect on repurchase intention but a negative effect on brand trust; price has a significant negative effect on repurchase intention and no significant effect on brand trust. Brand trust strongly influences repurchase intention and mediates the relationship between perceived value and repurchase intention but does not mediate the effect of price. The research model achieved a Goodness of Fit (GoF) value of 0.464, indicating strong performance in explaining repurchase intention.

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