Customer Experience dan Customer Satisfaction terhadap Repurchase Intention Produk Online

Oktovianus Sauw, Renny Mointi

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Abstrak

Penelitian ini bermaksud untuk menentukan apakah kepuasan pelanggan memediasi hubungan antara pengalaman pelanggan dan niat pembelian kembali. Demografi penelitian ini terdiri dari konsumen toko online yang ada di STIM LPI Makassar. Pada penelitian ini sampel responden sebanyak 90 orang. Memanfaatkan perangkat lunak PLS, pendekatan Structural Equation Modeling (SEM) digunakan untuk analisis. Temuan penelitian ini menunjukkan bahwa pengalaman pelanggan berpengaruh positif dan substansial terhadap kepuasan pelanggan, pengalaman pelanggan berpengaruh positif dan signifikan terhadap niat beli ulang, dan pengalaman pelanggan berpengaruh terhadap niat beli ulang melalui kepuasan pelanggan.

 

Kata Kunci: Niat Pembelian Kembali; Kepuasan Pelanggan; Pengalaman Pelanggan

Abstract

This study intends to determine if customer satisfaction mediates the relationship between customer experience and repurchase intent. This study's demographic consists of STIM LPI Makassar online shop consumers. In this study, there were as many as 90 sample respondents. Utilizing PLS software, the Structural Equation Modelling (SEM) approach is employed for analysis. This study's findings indicate that customer experience has a positive and substantial effect on customer satisfaction, customer experience has a positive and significant effect on repurchase intention, and customer experience influences repurchase intention via customer satisfaction.

 

Keywords: Repurchase Intention; Customer Satisfaction; Customer Experience.  


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Referensi


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DOI: https://doi.org/10.37531/yum.v6i1.3574

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