Pengaruh Kualitas Layanan dan Kepuasan Pelanggan Terhadap Minat Beli Ulang Pada Aplikasi Belanja Online X
Keywords:
Kualitas Layanan, Kepuasan Pelanggan, dan Minat Beli UlangAbstract
ABSTRACT
The purpose of this study was to examine the effect of service quality and customer satisfaction on repurchase intention in the Tokopedia online shopping application. The data collection method in this study used a survey method with an online questionnaire as an instrument. The sample selection technique used is purposive sampling. The sample used in this study was 200 respondents with the criteria of respondents who had bought at least twice in the last six months through Tokopedia. The data analysis technique in this study uses Structural Equation Modeling (SEM) with SPSS software version 22 and AMOS version 22. The results of this study indicate that service quality has a positive and significant effect on customer satisfaction, customer satisfaction has a positive and significant effect on repurchase intention, and service quality has a positive and significant effect on repurchase intention.
Keyword: Service Quality, Customer Satisfaction, and Repurchase Intention
ABSTRAK
Tujuan dari penelitian ini adalah untuk menguji pengaruh kualitas layanan dan kepuasan pelanggan terhadap minat beli ulang pada aplikasi belanja online Tokopedia. Metode pengumpulan data pada penelitian ini menggunakan metode survei dengan instrumen berupa kuesioner online. Teknik pemilihan sampel yang digunakan adalah purposive sampling. Sampel yang digunakan dalam penelitian ini sebanyak 200 responden dengan kriteria responden yang pernah membeli minimal dua kali dalam enam bulan terakhir melalui Tokopedia. Teknik analisis data dalam penelitian ini menggunakan Structural Equation Modeling (SEM) dengan software SPSS versi 22 dan AMOS versi 22. Hasil penelitian ini menunjukkan bahwa kualitas layanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat beli ulang, serta kualitas layanan berpengaruh positif dan signifikan terhadap minat beli ulang.
Kata kunci: Kualitas Layanan, Kepuasan Pelanggan, dan Minat Beli Ulang.
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