Faktor-Faktor yang Mempengaruhi Niat Beli Ulang Konsumen Astro Groceries
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Abstract
Q-commerce merupakan sebuah pemasaran yang berfokus pada pengiriman barang secara tepat waktu, didukung oleh teknologi logistik yang handal serta pengoptimalan rute yang efisien. Q-commerce telah menjadi bagian penting bagi pembeli untuk berbelanja kebutuhannya, terlebih saat Covid-19 terjadi mengubah gaya belanja masyarakat dari toko menjadi online store. Persaingan ketat pada q-commerce terlihat dari angka pertumbuhan yang terus berkembang, dengan berhasil meningkatkan volume transaksi secara signifikan selama beberapa tahun terakhir. Penelitian ini menguji pengaruh persepsi harga dan kualitas pengiriman, terhadap niat beli ulang konsumen Astro Groceries melalui kepuasan pelanggan dan nilai yang dirasakan. Penelitian deskriptif ini menggunakan metode kuantitatif dengan kuesioner, melibatkan 299 responden valid, dan dianalisis menggunakan PLS-SEM melalui SmartPLS 4. Hasilnya, persepsi harga, kepuasan pelanggan, dan nilai yang dirasakan memiliki pengaruh positif signifikan terhadap niat beli ulang, sementara kualitas pengiriman tidak. Kualitas pengiriman dan nilai yang dirasakan mempengaruhi kepuasan pelanggan, tetapi persepsi harga tidak. Persepsi harga dan kualitas pengiriman berpengaruh positif terhadap nilai yang dirasakan. Kepuasan pelanggan memediasi pengaruh persepsi harga terhadap niat beli ulang, sementara pada kualitas pengiriman terhadap niat beli ulang tidak memediasi. Selanjutnya nilai yang dirasakan memediasi pengaruh persepsi harga dan kualitas pengiriman terhadap niat beli ulang. Terdapat mediasi serial melalui nilai yang dirasakan dan kepuasan pelanggan pada hubungan persepsi harga serta kualitas pengiriman terhadap niat beli ulang.
Q-commerce is a marketing that focuses on timely delivery of goods, supported by reliable logistics technology and efficient route optimization. Q-commerce has become an important part for buyers to shop for their needs, especially when Covid-19 occurred, changing people's shopping styles from stores to online stores. The tight competition in q-commerce can be seen from the growth figures that continue to grow, successfully increasing transaction volume significantly over the past few years. This study examines the effect of price perception and delivery quality on Astro Groceries consumers' repurchase intentions through customer satisfaction and perceived value. This descriptive study uses a quantitative method with a questionnaire, involving 299 valid respondents, and is analyzed using PLS-SEM through SmartPLS 4. The results show that price perception, customer satisfaction, and perceived value have a significant positive effect on repurchase intentions, while delivery quality does not. Delivery quality and perceived value affect customer satisfaction, but price perception does not. Price perception and delivery quality have a positive effect on perceived value. Customer satisfaction mediates the effect of price perception on repurchase intentions, while delivery quality does not mediate repurchase intentions. Furthermore, perceived value mediates the influence of price perception and delivery quality on repurchase intention. There is a serial mediation through perceived value and customer satisfaction on the relationship between price perception and delivery quality on repurchase intention.
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