PENGARUH LOKASI TERHADAP REVISIT DENGAN MEDIASI KEPUASAN DAN MEDIATOR CITRA RASA DAN HARGA PADA PRODUK TEHBOTOL SOSRO

Abstract

Based on existing data, Indonesia is in the 3rd highest position in the ASEAN region as a
society with a level of consumption of packaged sweet drinks. Tehbotol Sosro owned by PT
Sinar Sosro, which is a pioneer of packaged tea drinks, occupies second place in the Top
Brand Awards distribution of ready-to-drink tea in packs from various other manufacturers
affect the ranking and sales of Teh botol Sosro although it has been involved in packaged tea
drinks for a long time. The purpose of this study was to examine the effect of location on
revisiting by mediating satisfaction and taste and price image mediators. The research was
conducted within the boundaries of the community area of the Bekasi district. The number of
samples was obtained by 55 respondents. Data collection used a questionnaire and then
analyzed with SmartPLS. The research shows that location which is moderated by taste
image has no effect on satisfaction, a location that is moderated by price has no effect on
satisfaction but the location moderator variable has a direct effect as a latent variable on
satisfaction (mediator predictor) while location which is mediated by satisfaction affects
revisit.