Published: 2024-08-01

Pengaruh Kualitas Value Proposition Dan Kualitas Produk Terhadap Pembelian Ulang Produk Di UMKM Wajit Asli Cililin Cap Potret

DOI: 10.35870/jemsi.v10i4.2601

Andi Sutisna, Fizi Fauziya
  • Andi Sutisna: Universitas Teknologi Digital Bandung
  • Fizi Fauziya: Universitas Teknologi Digital ROR
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Abstract

Indonesia menempati peringkat pertama jumlah UMKM terbanyak. Salah satu faktor keberhasilan UMKM di Indonesia adalah proposisi nilai dan kualitas produk yang ditawarkan sehingga banyak yang tertarik membeli produk dan melakukan pembelian berulang. Jadi, eksplorasi ini dilakukan dengan tujuan untuk menguji pengaruh value proposition dan kualitas produk terhadap reprise purchase, dengan objek eksplorasinya adalah UMKM Wajit Asli Cililin Cap Potret. Sistem yang digunakan dalam eksplorasi ini menggunakan sistem kuantitatif dengan sampel sebanyak 57 replier dengan kriteria konsumen yang pernah membeli produk Wajit.Hasil eksplorasi menunjukkan bahwa value proposition dan kualitas produk mempunyai pengaruh yang signifikan terhadap contemporaneous reprise purchase dengan nilai F saran > F tabel (25,499>3,16) dan signifikan 0,000 lebih rendah dari 0,05. tidak lengkap dikatakan bahwa value proposition mempunyai pengaruh yang signifikan terhadap reprise purchase, hal ini dikarenakan nilai t yang disarankan > t tabel (5,136>2,002) dengan nilai signifikan lebih rendah dari 0,05, yaitu 0,000. Sedangkan kualitas produk tidak mempunyai pengaruh yang signifikan terhadap reprise purchase, hal ini dikarenakan nilai t yang disarankan < t tabel (1.704<2.002) dengan signifikan lebih kecil dari 0.05, yaitu 0.091.

Keywords

Value Proposition, Kualitas Produk, Pembelian Ulang

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How to Cite

Sutisna, A., & Fauziya, F. (2024). Pengaruh Kualitas Value Proposition Dan Kualitas Produk Terhadap Pembelian Ulang Produk Di UMKM Wajit Asli Cililin Cap Potret. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(4), 2376-2385. https://doi.org/10.35870/jemsi.v10i4.2601
Article Information

This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 4 (2024)

  • Section: Articles

  • Published: 2024-08-01

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