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PENGARUH CUSTOMER EXPERIENCE DAN BRAND TRUST TERHADAP MINAT BELI ULANG PADA PENGGUNA LAYANAN PESAN ANTAR GRABFOOD

*Hariffa Mahanani Purwanto  -  Departement of Business Administration, Universitas Diponegoro, Jl. Prof. Sudarto, SH, Tembalang, Semarang, Indonesia 50139, Indonesia
Apriatni Endang Prihatini  -  Universitas Diponegoro, Indonesia
Sari Listyorini  -  Universitas Diponegoro, Indonesia
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Abstract

This study aims to determine the influence of customer experience and brand trust on repeat purchase intention for GrabFood users. The research type used is explanatory research with non-probability sampling technique using purposive sampling method. Data collection was conducted by distributing questionnaires to 100 respondents who are GrabFood users. The data analysis method used is quantitative with validity test, reliability test, correlation coefficient, determination coefficient, simple and multiple linear regression, and significance test t and f processed using SPSS version 25.0 program. The research results show a positive and significant partial as well as simultaneous influence between customer experience and brand trust variables on repeat purchase intention for GrabFood. The better the customer experience provided by GrabFood and the higher the trust held by consumers, the more it will impact the increased desire of consumers to make repeat purchases on GrabFood.

Keywords: Brand Trust; Customer Experience; Repurchase Intention

Penelitian ini bertujuan untuk mengetahui pengaruh customer experience dan brand trust terhadap minat beli ulang pada pengguna GrabFood. Tipe penelitian yang digunakan ialah explanatory research dengan teknik pengambilan sampel non probability sampling dengan metode purposive sampling. Pengumpulan data dilakukan dengan menyebarkan kuesioner kepada 100 responden yang merupakan pengguna layanan GrabFood. Metode analisis data yang digunakan ialah kuantitatif dengan uji validitas, reliabilitas, koefisien korelasi, koefisien determinasi, regresi linear sederhana dan berganda, uji signifikan t dan f yang diolah menggunakan program SPSS versi 25.0. Hasil penelitian menunjukkan adanya pengaruh positif dan signifikan secara parsial maupun simultan antara variabel customer experience dan brand trust terhadap minat beli ulang pada layanan GrabFood. Semakin baik pengalaman pelanggan yang diberikan oleh GrabFood dan semakin tinggi kepercayaan yang dimiliki konsumen, maka akan berdampak terhadap semakin tingginya keinginan konsumen untuk melakukan pembelian ulang pada layanan GrabFood.

Kata Kunci: Brand Trust; Customer Experience; Minat Beli Ulang

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Keywords: Brand Trust; Customer Experience; Minat Beli Ulang

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