Pengaruh Pengalaman Belanja Online, Nilai Kenyamanan Terhadap Niat Pembelian Kembali Dengan Kepuasan Pelanggan Sebagai Mediasi Pada Pelanggan Tokopedia
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Abstract
The purpose of this study was to determine effect of online shopping experience, the comfort value of purchase intentions mediated by Tokopedia customer satisfaction. To Collect the data is using a questionnaire. The total number of respondents sampled of the study was 148 Tokopedia customers in West Jakarta. This study uses SPSS20 to process data. The data analysis method used is testing the validity and reliability analysis, data analysis, gandan regression analysis and hypothesis testing from the results of the study show that online shopping experience has a significant effect on repurchase intention, convenience value has a significant effect on repurchase intention and customer satisfaction can mediate between online shopping experience and convenience value for repurchase intention
Tujuan penelitian ini adalah untuk mengetahui pengaruh dari pengalaman belanja online, nilai kenyamanan terhadap niat pembelian kembali yang di mediasi oleh kepuasaan pelanggan Tokopedia. Alat untuk mengumpulkan data menggunakan kuesioner. Jumlah sempel responden yang diambil untuk penelitian adalah 148 pelanggan Tokopedia di Jakarta Barat. Penelitian ini menggunakan teknik analisis ganda dengan alat yang digunakan SPSS versi 20 untuk mengolah data. Metode analisis data yang digunakan adalah pengujian analisis validitas dan reliabilitas, analisis data, analisis regresi gandan dan pengujian hipotesis dari hasil penelitian menunjukkan bahwa pengalaman belanja online berpengaruh signifikan terhadap niat pembelian kembali, nilai kenyamanan berpengaruh signifikan terhadap niat pembelian kembali dan kepuasaan pelanggan dapat memediasi antara pengalaman belanja online, nilai kenyamanan terhadap niat pembelian kembali.
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