Identifying Key Drivers of Repurchase Intentions for Sari Roti Products Using Binary Logistic Regression Analysis
Main Article Content
Abstract
This study aims to analyze various factors that influence the repurchase decision of Sari Roti products. The method used in this research is binary logistic regression using the SPSS tool. A sample of 156 consumers was randomly selected. Data was collected through a survey filled out by 156 Sari Roti consumers. The survey results were entered into Microsoft Excel and then normalized. For Independent Variable and Dependent Variable data in the form of text "Yes" or "No", it will be converted into binary numbers, meaning it is represented by the numbers 1 (one) and 0 (zero). Independent Variable data consists of Durability, Reliable Quality, Well-Known Brand, Prestigious Brand, Interested In New Flavors, New And Innovative Products, Sufficiently Many Variants, Affordable Price, Competitive Price, Price Matches The Quality, Value For Money, Promotion Via Facebook, Promotion Via Instagram, Promotion Via Twitter, Promotion Via YouTube, and Promotion Via Website, Influencer Recommendation, Family Recommendation, Friend Recommendation, Good Memory Or Experience, Easily Accessible Store Location, Always Available, Satisfied With Customer Service, Good Reputation, Easy-To-Remember Brand, Good Packaging Condition. While, the Dependent Variable is the Repurchase Intentions. From the research results, it can be concluded that the factors that significantly influence the repurchase decision are Prestigious Brand, Sufficiently Many Variants, and Affordable Price. Other variables do not significantly affect the decision to repurchase Sari Roti products. Based on the binary logistic regression analysis of 156 Sari Roti consumers, it was predicted that 140 consumers would repurchase, and 16 consumers would not, with a data accuracy of 83.3%.
Downloads
Article Details
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
References
Alfamart. (2024, Oktober 27). Produk Sari Roti. Diakses dari https://alfagift.id/b/sari-roti-12630
Apuke, O. D. (2017). Quantitative Research Methods: A Synopsis Approach. Arabian Journal of Business and Management Review (Kuwait Chapter), 6(10).
Alamsyah, S., & Heikal, J. (2024). Application of binary logistic regression to predict COVID-19 vaccination willingness. Health Analytics Journal, 7(4), 112–125.
Arda, Edvidel., Aulia, Arif., & Heikal, J. K. (2024). Analysis Of Factors Influencing the Performance Of Payakumbuh City Public Housing And Residential Area Employees Using Binary Logistic Regression. Institut Teknologi Haji Agus Salim, Bukittinggi.
Arsyad, M., & Heikal, J. (2023). Application of binary logistic regression to predict employee turnover in manufacturing industries. Asian Journal of Industrial Studies, 9(3), 89–104.
Dewi, P., Aulia, R. N., Taufiqillah, R., & Heikal, J. (2024). Customer churn prediction for life insurance using binary logistic regression. Economic Reviews Journal, 3(3).
Fadillah, M., & Heikal, J. (2024). Binary logistic modeling in determining factors influencing private school enrollment decisions. Educational Policy and Management Journal, 8(2), 55–70.
Faisal, F., Sari, I. R., Saraswati, I., & Heikal, J. K. (2024). Analisis Pengaruh Karakteristik Produk terhadap Niat Beli Ulang Pelanggan menggunakan Metode Regresi Logistik Biner. AKADEMIK: Jurnal Mahasiswa Humanis, 4(3), 1182–1190. https://doi.org/10.37481/jmh.v4i3.1064
Fairuz, M. (2022). Pengaruh Citra Merek, Kualitas Produk Dan Harga Terhadap Minat Beli Konsumen Produk Sari Roti. Jurnal Mahasiswa Institut Teknologi Dan Bisnis Kalbis, 8(4).
Febriani, A. K. (2023). Pengaruh Kualitas Produk, Harga, Dan Lokasi Terhadap Keputusan Pembelian Produk Roti Boy Paragon Semarang (Studi Pada Mahasiswa FISIP Universitas Diponegoro). Jurnal Administrasi Bisnis, 12.
Hendrawan, E., Zakaria, D., Salwa, E., & Heikal, J. (2024). Customer renewal prediction for motor vehicle insurance using binary logistic regression in PT XYZ Insurance. Innovative: Journal of Social Science Research, 4(6).
Hidayat, T., & Heikal, J. (2024). Binary logistic regression in predicting online customer satisfaction: A case study in Indonesian e-commerce. Journal of Digital Innovation Studies, 6(2), 123–134.
Kusuma, D., & Heikal, J. (2023). Binary approach in predicting factors influencing ride-hailing adoption in urban Indonesia. Urban Transport Journal, 8(1), 45–59.
Long-Yi Lin, & Yeun-Wen Chen. (2009). A Study on the Purchase Intentions on Repurchase Decisions: The Moderating Effects of Reference Groups and Perceived Risks. Journal of Tourism Review (Online), 64(3), 28-48. (http://www.emeraldinsight.com).
Mohamad, A., Setiyanto, A., Raharjo, Bangkit W., & Heikal, Jerry (2024). Analisis Faktor Yang Mempengaruhi Kepuasan Pembeli Di Kopi Kenangan Menggunakan Metode Regresi Logistik Biner. Jurnal Syntak Admiration, 5, Bakrie University.
Mulyadi, S. W., & Hidayat, W. (2021). Pengaruh Kualitas Produk, Harga, Dan Citra Merek Terhadap Keputusan Pembelian Roti Tawar Sari Roti (Studi Pada Konsumen Sari Roti Di Kota Semarang). Jurnal Ekonomi, Manajemen, Akuntansi Dan Keuangan, 2(3).
Pangestuti, I., & Heikal, J. (2024). Analisis faktor-faktor yang mempengaruhi keputusan pembelian kopi Tomoro dengan menggunakan regresi biner logistik untuk menentukan strategi pemasaran yang tepat. Ranah Research: Journal of Multidisciplinary Research and Development, 6(5).
Pambudi, A. P., & Heikal, J. (2024). Menyingkap motivasi penggunaan platform digital pada UMKM melalui analisis regresi logistik biner. Jurnal Inovasi dan Teknologi, 3(4), 78–89.
Permanasari, Ratih., Chandra, R. A., Fitriansyah, Agung., & Heikal, J. K. (2024). Analisa Efektivitas Kampanye Iklan Digital Terhadap Minat Pasar Pada Program Pelatihan Renang Club Biathlon Dengan Metode Binary Logistic Regression. Bakrie University.
Philip. L. Kottler, Kevin. L. Keller. (2009). Marketing Management, 13th edition. Pearson Education/Prentice Hall.
Kotler, G. A (2020). Principles of Marketing Eighteenth Edition. Pearson Education. United States.
Purwanto, A. (2021). Analisis Pengaruh Persepsi Harga, Kualitas Produk, Dan Citra Merek Terhadap Keputusan Pembelian (Studi Pada Konsumen Sari Roti Di Kota Semarang). Riset Ekonomi, Akuntansi, 2. DOI: 10.30812/rekan.v2il.1120.
Puteri, C. A. R., Setiawan, B., Puspita, A. C., & Heikal, J. (2024). Consumer loyalty of smartphone users in the Jabodetabek by binary analysis. Innovative: Journal of Social Science Research, 4(6), 655–669.
Putra, R., & Heikal, J. (2023). Logistic regression for predicting stock market investor preferences in Indonesia. Journal of Behavioral Finance Studies, 9(2), 79–92.
Pratama, Y., & Heikal, J. (2024). Binary analysis of online payment adoption in rural Indonesia. Journal of Financial Technology Research, 5(1), 67–82.
Rahmawati, U. (2023). Nilai Yang Dirasakan Dan Harga Terhadap Niat Pembelian Kembali Dengan Mediasi Kepuasan Konsumen Sari Roti Dan Moderasi Personal Selling. Jurnal on Education, 5(4).
Ramli, F., & Heikal, J. (2024). Using logistic regression to analyze factors influencing green product purchasing decisions. Journal of Green Economics and Business, 3(4), 67–79.
Riadi, E. (2016). Statistika Penelitian Analisis Manual Dan IBM SPSS. Andi Publisher.
Riani, A., & Heikal, J. (2024). Binary regression for assessing customer preferences in digital banking applications. Digital Economy Journal, 6(3), 101–115.
Ristianti, D. (2019). Pengaruh Brand Image, Brand Trust, Brand Awareness, Dan Product Quality Terhadap Brand Loyalty Sari Roti. e-Jurnal Riset Manajemen Fakultas Ekonomi Unisma.
Riyani, S., Kristianto, F., Wulandari, R., & Heikal, J. (2024). Penerapan metode regresi logistik biner dengan menggunakan Python untuk menganalisa pengguna media sosial terhadap probabilitas pembukaan rekening pada Bank X. Scientific Journal of Reflection: Economic, Accounting, Management and Business, 7(2), 438–449.
Sari Roti, (2024, Oktober 27), Profil Sari Roti. Diakses dari https://www.instagram.com/sariroti_rotinyaindonesia/
Sari Roti, (2024, Oktober 27), Sekilas Perusahaan. Diakses dari https://www.sariroti.com/id/tentang-sari-roti/sekilas-perusahaan
Sari Roti, (2024, Oktober 27), Tentang Sari Roti: Penghargaan. Diakses dari https://www.sariroti.com/id/tentang-sari-roti/penghargaan
Sepang, F., Komalig, H., & Hatidja, D. (2012). Penerapan Regresi Logistik Untuk Menentukan Faktor-Faktor Yang Mempengaruhi Pemilihan Jenis Alat Kontrasepsi Di Kecamatan Modayag Barat. Jurnal MIPA Unsrat Online, 1(1), 1-5. Universitas Sam Ratulangi.
Suheni, S., & Heikal, J. (2024). Prediction of employee disciplinary punishment at the Department of Agriculture Payakumbuh City through approach binary logistic regression. Journal of Business Economics and Management, 1(2), 133–138.
Susanto, R., & Heikal, J. (2024). Pemodelan regresi logistik biner untuk memprediksi keputusan pelanggan dalam menggunakan layanan fintech. Jurnal Ekonomi Digital dan Keuangan, 5(2), 123–135.
Taufik, A., & Heikal, J. (2024). Binary logistic analysis of consumer loyalty in streaming platforms. Digital Media and Society Journal, 5(2), 88–103.
Top Brand Award. (n.d.). Comparative brand index. Retrieved January 5, 2025, from https://www.topbrandaward.com/komparasi_brand/bandingkan?id_award=1&id_kategori=2&id_subkategori=89.
Wardani, D. A., & Heikal, J. (2024). Analisis keberlanjutan adopsi energi terbarukan di sektor industri menggunakan pendekatan binari. Jurnal Energi dan Lingkungan, 7(1), 45–56.
Zulkarnaen, R., & Heikal, J. (2023). Binary logistic regression analysis in determining key factors of employee satisfaction in remote work settings. Remote Work Journal, 4(3), 99–117.