PENGARUH LOKASI TERHADAP REVISIT DENGAN MEDIASI KEPUASAN KONSUMEN DAN MEDIATOR CITRA RASA DAN HARGA PADA PRODUK TEH PUCUK HARUM

Abstract

The rapid development of the times has made people's lifestyles prioritize practicality so they
prefer fast food and drinks such as packaged tea. The data shows that within five years (2018-
2022) The Pucuk Harum occupies the first position in the top brand award of the tea category
in packaging. The purpose of this study was to examine the effect of location on revisit by
mediating consumer satisfaction and taste and price image mediators in Teh Pucuk Harum
drink. This research was conducted using quantitative methods. The population of this study
is the Bekasi District community with a total sample of 55 respondents. Data collection was
carried out using a questionnaire and analyzed with the help of the SmartPLS 3.0 program.
This study shows that location is moderated by taste image has no effect on consumer
satisfaction, location is moderated by price has no effect on customer satisfaction, but the
location moderator variable has a direct effect as a latent variable on customer satisfaction
and location mediated by customer satisfaction has an effect on revisit