HUBUNGAN EXPERIENTAL MARKETING, BRAND IMAGE DAN PERCEIVED PRICE TERHADAP REPURCHASE INTENTION PRODUK SMARTPHONE MEREK APPLE DI KOTA BANDAR LAMPUNG DALAM PERSEPEKTIF BISNIS ISLAM

MUSTATINA, DWI LESTARI (2026) HUBUNGAN EXPERIENTAL MARKETING, BRAND IMAGE DAN PERCEIVED PRICE TERHADAP REPURCHASE INTENTION PRODUK SMARTPHONE MEREK APPLE DI KOTA BANDAR LAMPUNG DALAM PERSEPEKTIF BISNIS ISLAM. Diploma thesis, UIN RADEN INTAN LAMPUNG.

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Abstract

ABSTRAK Penelitian ini bertujuan untuk mengetahui hubungan experiential marketing, brand image, dan perceived price terhadap repurchase intention produk smartphone merek Apple di Kota Bandar Lampung dalam perspektif bisnis Islam. Metode penelitian yang digunakan adalah metode kuantitatif dengan pendekatan survei. Teknik pengambilan sampel menggunakan purposive sampling dengan jumlah responden sebanyak 100 orang pengguna smartphone Apple di Kota Bandar Lampung. Pengumpulan data dilakukan melalui penyebaran kuesioner yang kemudian dianalisis menggunakan uji validitas, uji reliabilitas, uji asumsi klasik, dan analisis regresi linier berganda dengan bantuan program IBM SPSS Statistics versi 26. Hasil penelitian menunjukkan bahwa secara parsial experiential marketing, brand image, dan perceived price masing-masing berpengaruh positif dan signifikan terhadap repurchase intention produk smartphone merek Apple di Kota Bandar Lampung. Secara simultan, ketiga variabel independen tersebut juga berpengaruh signifikan terhadap repurchase intention. Nilai koefisien determinasi (R²) sebesar 0,418 menunjukkan bahwa experiential marketing, brand image, dan perceived price mampu menjelaskan 41,8% variasi2 repurchase intention, sedangkan sisanya dipengaruhi oleh faktor lain di luar penelitian ini. Dalam perspektif bisnis Islam, hasil penelitian ini menunjukkan bahwa pengalaman positif, citra merek yang baik, serta penetapan harga yang adil dan sesuai dengan manfaat yang diterima konsumen merupakan faktor penting dalam mendorong niat pembelian ulang, sejalan dengan prinsip kejujuran (shiddiq), tanggung jawab (amanah), dan keadilan („adl). ABSTRACT This study aims to examine the relationship between experiential marketing, brand image, and perceived price on repurchase intention of Apple smartphone products in Bandar Lampung from an Islamic business perspective. The research employed a quantitative method with a survey approach. The sampling technique used was purposive sampling, involving 100 respondents who are Apple smartphone users in Bandar Lampung. Data were collected through questionnaires and analyzed using validity test, reliability test, classical assumption test, and multiple linear regression analysis with the assistance of IBM SPSS Statistics version 26. The results showed that experiential marketing, brand image, and perceived price each have a positive and significant effect on repurchase intention of Apple smartphones in Bandar Lampung. Simultaneously, all independent variables significantly influenced repurchase intention. The coefficient of determination (R²) of 0.418 indicates that experiential marketing, brand image, and perceived price explain 41.8% of the variation in repurchase intention, while the remaining 58.2% is influenced by other factors outside this study. From an Islamic business perspective, the findings indicate that positive customer experience, strong brand image, and fair pricing aligned with the value received by consumers play an important role in encouraging repurchase intention, in accordance with the Islamic principles of honesty (shiddiq), trustworthiness (amanah), and justice („adl).

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