PENGARUH KUALITAS PRODUK, HARGA, DAN KEPERCAYAAN
TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN
SEBAGAI VARIABEL INTERVENING
(Studi Pembeli Online Lazada.co.id di MG Group)
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Institusion
Sekolah Tinggi Ilmu Ekonomi Indonesia Jakarta
Author
Septiana, Asima
Subject
Manajemen Pemasaran
Datestamp
2021-12-06 07:40:31
Abstract :
ABSTRAK Tujuan penelitian adalah untuk mengetahui pengaruh Kualitas Produk, Harga, dan Kepercayaan terhadap Minat Beli Ulang melalui Kepuasan Konsumen. Populasi dalam penelitian ini pembeli online Lazada.co.id di MG Group. Strategi penelitian ini menggunakan survey yang menitikberatkan pada analisis kuantitatif. Pengumpulan data dengan menggunakan kuesioner sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah Non Probability Sampling dengan jenis teknik Purposive Sampling. Dan menentukan jumlah sampel menggunakan rumus Moe, Metode yang digunakan dalam penelitian ini adalah analisis Jalur menggunakan SmartPLS 3.0. Penelitian pengujian hipotesis menunjukkan : kualitas produk terhadap kepuasan konsumen terdapat pengaruh langsung. Harga terhadap kepuasan konsumen terdapat pengaruh langsung. Kepercayaan terhadap kepuasan konsumen terdapat pengaruh langsung. Kepuasan konsumen terhadap minat beli ulang terdapat pengaruh langsung. Kualitas produk terhadap minat beli ulang terdapat pengaruh langsung. Harga terhadap minat beli ulang tidak terdapat pengaruh langsung. Kepercayaan terhadap minat beli ulang tidak terdapat pengaruh langsung. Kualitas produk terhadap minat beli ulang dimediasi kepuasan konsumen terdapat pengaruh langsung. Harga terhadap minat beli ulang dimediasi kepuasan konsumen terdapat pengaruh langsung. Kepercayaan terhadap minat beli ulang dimediasi kepuasan konsumen terdapat pengaruh langsung. Kualitas produk, harga, kepercayaan terhadap minat beli ulang melalui kepuasan konsumen sebagai variabel intervening memperoleh model pengujian mempunyai kesesuaian. Kata Kunci : Kualitas Produk, Harga, Kepercayaan, Minat Beli Ulang, Kepuasan Kosumen ABSTRAK The purpose of this study was to determine the effect of Product Quality, Price, and Trust on Repurchase Interest through Consumer Satisfaction. The population in this study is Lazada.co.id online shoppers at MG Group. This research strategy uses a survey that focuses on quantitative analysis. Data collection using a questionnaire of 100 respondents. The sampling technique used is Non Probability Sampling with the type of Purposive Sampling technique. And determine the number of samples using the Moe formula, the method used in this study is Path analysis using SmartPLS 3.0 Hypothesis testing research shows the influence of Product quality on customer satisfaction has a direct effect. The price of customer satisfaction has a direct effect. Trust in customer satisfaction has a direct effect. Consumer satisfaction with repurchase interest has a direct effect. Product quality on repurchase intention has a direct effect. The price of repurchase interest has no direct effect. Trust in repurchase intention has no direct effect. Product quality on repurchase interest mediated by customer satisfaction has a direct effect. The price of repurchase interest mediated by customer satisfaction has a direct effect. Trust in repurchase interest mediated by customer satisfaction has a direct effect. Product quality, price, trust in repurchase interest through customer satisfaction as an intervening variable to obtain a suitable testing model. Keywords : Product Quality, Price, Trust, Repurchase Intention, Consumer Satisfaction
ABSTRAK Tujuan penelitian adalah untuk mengetahui pengaruh Kualitas Produk, Harga, dan Kepercayaan terhadap Minat Beli Ulang melalui Kepuasan Konsumen. Populasi dalam penelitian ini pembeli online Lazada.co.id di MG Group. Strategi penelitian ini menggunakan survey yang menitikberatkan pada analisis kuantitatif. Pengumpulan data dengan menggunakan kuesioner sebanyak 100 responden. Teknik pengambilan sampel yang digunakan adalah Non Probability Sampling dengan jenis teknik Purposive Sampling. Dan menentukan jumlah sampel menggunakan rumus Moe, Metode yang digunakan dalam penelitian ini adalah analisis Jalur menggunakan SmartPLS 3.0. Penelitian pengujian hipotesis menunjukkan : kualitas produk terhadap kepuasan konsumen terdapat pengaruh langsung. Harga terhadap kepuasan konsumen terdapat pengaruh langsung. Kepercayaan terhadap kepuasan konsumen terdapat pengaruh langsung. Kepuasan konsumen terhadap minat beli ulang terdapat pengaruh langsung. Kualitas produk terhadap minat beli ulang terdapat pengaruh langsung. Harga terhadap minat beli ulang tidak terdapat pengaruh langsung. Kepercayaan terhadap minat beli ulang tidak terdapat pengaruh langsung. Kualitas produk terhadap minat beli ulang dimediasi kepuasan konsumen terdapat pengaruh langsung. Harga terhadap minat beli ulang dimediasi kepuasan konsumen terdapat pengaruh langsung. Kepercayaan terhadap minat beli ulang dimediasi kepuasan konsumen terdapat pengaruh langsung. Kualitas produk, harga, kepercayaan terhadap minat beli ulang melalui kepuasan konsumen sebagai variabel intervening memperoleh model pengujian mempunyai kesesuaian. Kata Kunci : Kualitas Produk, Harga, Kepercayaan, Minat Beli Ulang, Kepuasan Kosumen ABSTRAK The purpose of this study was to determine the effect of Product Quality, Price, and Trust on Repurchase Interest through Consumer Satisfaction. The population in this study is Lazada.co.id online shoppers at MG Group. This research strategy uses a survey that focuses on quantitative analysis. Data collection using a questionnaire of 100 respondents. The sampling technique used is Non Probability Sampling with the type of Purposive Sampling technique. And determine the number of samples using the Moe formula, the method used in this study is Path analysis using SmartPLS 3.0 Hypothesis testing research shows the influence of Product quality on customer satisfaction has a direct effect. The price of customer satisfaction has a direct effect. Trust in customer satisfaction has a direct effect. Consumer satisfaction with repurchase interest has a direct effect. Product quality on repurchase intention has a direct effect. The price of repurchase interest has no direct effect. Trust in repurchase intention has no direct effect. Product quality on repurchase interest mediated by customer satisfaction has a direct effect. The price of repurchase interest mediated by customer satisfaction has a direct effect. Trust in repurchase interest mediated by customer satisfaction has a direct effect. Product quality, price, trust in repurchase interest through customer satisfaction as an intervening variable to obtain a suitable testing model. Keywords : Product Quality, Price, Trust, Repurchase Intention, Consumer Satisfaction
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