Pengaruh loyalty card terhadap repurchase intention pada mahasiswa berdasarkan jenis target perilaku dan reward yang digunakan: Studi eksperimen dalam setting bisnis F&B
DOI:
https://doi.org/10.21831/ap.v7i2.80799Keywords:
repurchase intention, F&B, mahasiswa, loyalty cardAbstract
Loyalty card banyak digunakan dalam bisnis F&B yang berkembang pesat, terutama di sekitar perguruan tinggi besar, untuk meningkatkan repurchase intention konsumen. Repurchase intention yang tinggi dapat memprediksi perilaku konsumen di masa mendatang sehingga penjualan lebih terjamin. Terdapat berbagai macam loyalty card dengan terget perilaku dan reward yang berbeda-beda. Namun, penelitian yang membandingkan pengaruh variasi target perilaku dan jenis reward dalam loyalty card terhadap repurchase intention masih terbatas, khususnya pada konsumen mahasiswa dalam konteks bisnis F&B. Penelitian ini bertujuan untuk melihat pengaruh loyalty card terhadap repurchase intention pada mahasiswa berdasarkan jenis target perilaku dan reward yang digunakan dalam setting bisnis F&B. Metode eksperimen digunakan untuk melihat signifikansi perbedaan secara jelas dalam kondisi yang terkontrol. Penelitian melibatkan 67 mahasiswa dan dianalisis menggunakan paired sample t-test. Hasil penelitian menunjukkan bahwa repurchase intention pada kartu A1 paling tinggi di antara tiga kartu lainnya. Perbedaan target perilaku diketahui lebih signifikan daripada perbedaan reward dalam royalty card.
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