PENGARUH PERSEPSI HARGA, PERSEPSI MEREK, TERHADAP MINAT BELI ULANG DENGAN PERSEPSI NILAI SEBAGAI VARIABEL INTERVENING (Studi Kasus Pada Pelanggan Bidadari Salon dan Spa Malang)

Abstract

ABSTRACT
Bidadari Salon and Spa is one of beauty and hair care service company in
Malang City. Many service offered by Bidadari Salon is an affordable price, room
for beauty care that is clean and comfortable. This study aims to determine the
influence of price perceptions, brand perceptions, to re-buy interest with the
perception of value as an intervening variable (case study on Bidadari Salon and
Spa). Data were collected trough questionnaires and data were analyzed using
SPSS 16.0. Based on the result of the research can be seen that the perception of
price affect the perception of value with significance of 0,498 (positive), and
brand perception does effect the perception of value with significance of 0,280
(positive). Price perception has effect on repurchase interest with significant
equal to 0,473, brand perception have an effect on to re-buy interest with
significant equal to 0,280, perception of value does an effect to re-buy interest
with value significance that is equal to 0,990 . The perception of value is able to
mediate the relationship between price perceptions of repurchase interest, and the
perception of value is unable to mediate the relationship between brand’s
perception of repeat interest.
Keywords: Bidadari Salon and Spa, perception, significance, intervening
variable