Faktor yang Mempengaruhi Repurchase Intention Shoppe dengan Customer Satisfaction sebagai Variabel Intervensi

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Published: Oct 31, 2024
DOI: https://doi.org/10.24912/jmk.v6i4.32754
Keywords:
kepemimpinan merek yang dirasakan kepuasan konsumen niat membeli kembali perceived brand leadership customer satisfaction repurchase intention

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Veriana Anggrainy
Universitas Tarumanagara
Andi Wijaya
Universitas Tarumanagara

Abstract

Tujuan dari penelitian ini adalah untuk menguji dimensi dari kepemimpinan merek yang dirasakan. Apakah 1) a. kualitas; b. nilai; c. inovasi; d. popularitas dapat mempengaruhi niat membeli kembali shopee di Jakarta, 2) a. kualitas; b. nilai; c. inovasi; d. popularitas dapat mempengaruhi kepuasan konsumen shopee di Jakarta, 3) customers satisfaction berpengaruh terhadap niat membeli kembali shopee di Jakarta, 4) kepuasan konsumen dapat memediasi a. kualitas; b. nilai; c. inovasi; d. popularitas terhadap niat membeli kembali shopee di Jakarta. Penelitian ini menggunakan Teknik non-probability sampling, jumlah sampel dalam penelitian ini berjumlah 290 responden. Hasil penelitian ini menunjukkan variabel popularitas memiliki pengaruh yang positif dan signifikan terhadap niat membeli kembali, kualitas, nilai, inovasi tidak berpengaruh terhadap niat membeli kembali, dan kepuasan konsumen dapat memediasi kepemimpinan merek yang dirasakan terhadap niat membeli kembali.
 

The purpose of this research is to examine the dimensions of perceived brand leadership. Whether 1) a. quality; b. value; c. innovativeness; d. popularity can influence the repurchase intention of Shopee in Jakarta, 2) a. quality; b. value; c. innovativeness; d. popularity can influence customer satisfaction in Shopee in Jakarta, 3) customer satisfaction affects the repurchase intention of Shopee in Jakarta, 4) customer satisfaction can mediate a. quality; b. value; c. innovativeness; d. popularity in relation to the repurchase intention of Shopee in Jakarta. The study utilized a non-probability sampling technique, with a total of 290 respondents. The results of this study indicate that popularity variable has a positive and significant impact on repurchase intention, while quality, value, and innovativeness has no effect on repurchase intention, and customer satisfaction can mediate the effect of perceived brand leadership on repurchase intention.

Article Details

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Vol. 6 No. 4 (2024): Jurnal Manajerial dan Kewirausahaan
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Articles
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Author Biographies

Veriana Anggrainy, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

Andi Wijaya, Universitas Tarumanagara

Program Studi Manajemen, Fakultas Ekonomi dan Bisnis, Universitas Tarumanagara Jakarta

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