PENGARUH LOKASI TERHADAP REVISIT DENGAN MEDIASI KEPUASAN DAN MODERATOR CITRA RASA DAN HARGA (STUDI KASUS PADA KONSUMEN TEH GELAS DI KAB. BEKASI)

Abstract

The high consumer interest in packaged beverages influences the lifestyle and culture in
Indonesia. This can be seen from the existence of a company that continues to compete with
other packaged beverage companies to prioritize a ready-to-drink tea product, such as
the Teh Gelas, Tehbotol Sosro, and Teh Pucuk Harum. The purpose of this study was to
examine the effect of the location where packaged drinks were obtained on repurchase or
revisit which was mediated by consumer satisfaction and moderated by taste and price image
of the Teh Gelas drink managed by Cap Orang Tua (OT). This research uses quantitative
methods. The population used by the community in Bekasi Regency, the number of samples
obtained was 84 respondents. Data collection is done with secondary and primary data. Data
analysis in this study was fully carried out with the help of the SmartPLS 3.0 program.
Research proves that price-moderated location has no effect on satisfaction, price-moderated
location has no effect on satisfaction, but taste image and price have a partial effect on
satisfaction and satisfaction-mediated location has an effect on revisit