Peran Citra Merek dan Inovasi Produk dalam Membangun Kepuasan Konsumen dan Niat Pembelian Ulang: Sebuah Kajian Teoritis
DOI:
https://doi.org/10.56799/jim.v2i3.1412Keywords:
Citra Merek, Inovasi Produk, Kepuasan Konsumen, Minat Beli UlangAbstract
Citra merek merupakan persepsi seorang konsumen terhadap merek dari suatu produk maupun jasa. Dalam konteks ini, konsumen dapat membuat penilaian terhadap merek yang digunakan berdasarkan persepsi yang muncul. Citra merek yang baik memungkinkan konsumen untuk memiliki gambaran yang baik pula. Maka dari itu, citra merek yang baik dapat menimbulkan terbentuknya kepuasan konsumen. Inovasi produk merupakan pengembangan terhadap produk yang ada ataupun penemuan sebuah produk baru. Inovasi produk bertujuan untuk memberikan pengalaman baru dan manfaat bagi konsumen. Sehingga Inovasi produk berpotensi untuk meningkatkan kepuasan konsumen dan membuat konsumen tidak bosan. Kepuasan konsumen merupakan perasaan puas yang timbul dalam diri seorang konsumen akibat dari terpenuhinya ekspektasi yang diharapkan. Kepuasan yang timbul dalam diri seorang konsumen akan menentukan keputusan dalam pembelian ulang. Semakin tinggi kepuasan yang dirasakan, maka probabilitas konsumen untuk membeli ulang suatu merek juga akan semakin tinggi. Minat pembelian ulang adalah hasil dari terciptanya pengalaman positif antara konsumen dengan suatu merek. Minat pembelian yang tinggi berpotensi menciptakan loyalitas konsumen. Sehingga minat pembelian ulang menjadi incaran perusahaan disamping menciptkan kepuasan konsumen.
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