PENGARUH KEPUASAN PELANGGAN DAN KUALITAS PELAYANAN DIMEDIASIKAN KEPERCAYAAN MEREK TERHADAP NIAT BELI ULANG PENGGUNA TOKOPEDIA
Article Sidebar
Read Counter : 3
Download : 3
Main Article Content
Abstract
Tujuan penelitian ini untuk mengetahui pengaruh Kepuasan Pelanggan dan Kualitas Pelayanan terhadap Niat Beli Ulang pengguna Tokopedia di Jakarta dengan Kepercayaan Merek sebagai variabel mediasi. Penelitian ini menggunakan metode purposive sampling dengan teknik convenience sampling. Penulis mengumpulkan 205 responden untuk penelitian ini dari pengguna Tokopedia di Jakarta. Data yang ada dikumpulkan secara langsung melalui survei yang disebarkan melalui google form. Respons dianalisis menggunakan software Smart PLS 4.0. Hasil penelitian menunjukkan Kepuasan Pelanggan memiliki pengaruh signifikan terhadap Niat Beli Ulang sedangkan Kualitas Pelayanan tidak memiliki pengaruh signifikan terhadap Niat Beli Ulang. Penelitian ini juga menunjukkan bahwa Kepercayaan Merek memediasi hubungan antara Kepuasan Pelanggan dan Kualitas Pelayanan terhadap Niat Beli Ulang.
The purpose of this research is to determine the influence of Customer Satisfaction and Service Quality on the Repurchase Intention of Tokopedia Users in Jakarta with Brand Trust as a mediating variable. This research uses a purposive sampling method with convenience sampling technique. The author collected 205 respondents for this research from student users of Tokopedia in Jakarta. Existing data was collected directly through surveys distributed via Google Form. Responses were analyzed using Smart PLS 4.0 software. The research results show that Customer Satisfaction has a significant influence on Repurchase Intention, while Service Quality does not have a significant influence on Repurchase Intention. This research also shows that Brand Trust mediates the relationship between Customer Satisfaction and Service Quality on Repurchase Intention.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
References
Al-Dweeri, R. M., Obeidat, Z. M., Al-dwiry, M. A., Alshurideh, M. T., & Alhorani, A. M. (2017). The Impact of E-Service Quality and E-Loyalty on Online Shopping: Moderating Effect of E-Satisfaction and E-Trust. International Journal of Marketing Studies, 9(2), 92. https://doi.org/10.5539/ijms.v9n2p92
Al-dweeri, R.M., Ruiz Moreno, A., Montes, F.J.L., Obeidat, Z.M. and Al-dwairi, K.M. (2019), "The effect of e-service quality on Jordanian student’s e-loyalty: an empirical study in online retailing", Industrial Management & Data Systems, Vol. 119 No. 4, pp. 902-923. https://doi.org/10.1108/IMDS-12-2017-0598
Azwar, Saifudin. 1986. Validitas dan Reliabilitas. Jakarta: Rineka Cipta.
Canadean. (2014). Online Retailers in Indonesia: Market Snapshot to 2017. London: Canadean.
Chae, H., Kim, S., Lee, J., & Park, K. (2020). Impact of product characteristics of limited edition shoes on perceived value, brand trust, and purchase intention; focused on the scarcity message frequency. Journal of Business Research, 1-9. https://doi.org/10.1016/j.jbusres.2019.11.040
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Cube.Asia (2024). How Tokopedia Became an eCommerce Titan in Indonesian Market https://cube.asia/how-tokopedia-became-an-ecommerce-titan-in-indonesian-market/
D.T Cuong. (2020) The role of brand trust as a mediator in the relationship between brand satisfaction and purchase intention ; International Journal of Psychosocial Rehabilitation. ISSN: 1475-7192
Dhingra, S., Gupta, S. and Bhatt, R. (2020), “A study of relationship among service quality of
E-commerce websites, customer satisfaction, and purchase intention”, International Journal of E-Business Research (IJEBR), Vol. 16, pp. 42-59.
Hair, J. F., Hult, G. T. M., Ringle, C. M., and Sarstedt, M. (2022). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3^rd^ Ed., Sage: Thousand Oaks.
Halim, A., & Keni, K. (2023). Pengaruh Trust, perceived ease of use, Dan perceived usefulness terhadap repurchase intention dengan Menggunakan e-commerce. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(3), 650–662. https://doi.org/10.24912/jmbk.v7i3.23877
Henseler, J., and Sarstedt, M. (2013). Goodness-of-Fit Indices for Partial Least Squares Path Modeling, Computational Statistics, 28(2), 565-580.
Javed, M.K. and Wu, M. (2020), “Effects of online retailer after delivery services on repurchase intention: an empirical analysis of customers’ past experience and future confidence with the retailer”, Journal of Retailing and Consumer Services, Vol. 54, p. 101942.
Jonathan, H. (2013). Analisis Pengaruh E-Service Quality Terhadap Customer Satisfaction Yang Berdampak Pada Customer Loyalty PT Bayu Buana Travel Tbk. Journal The Winners, 14(2): 104-112. https://doi.org/10.21512/tw.v14i2.650.
Kim, C., Galliers, R. D., Shin, N., Ryoo, J. H., & Kim, J. (2012). Factors influencing Internet shopping value and customer repurchase intention. Electronic Commerce Research and Applications, 11(4), 374–387. https://doi.org/10.1016/j.elerap.2012.04.002
Locad (2023). The Best E-commerce Platforms for Small Businesses in Indonesia https://golocad.com/blog/top-indonesian-e-commerce-platforms/
Marketing Interactive (2024) Study: Shopee is the most popular eCommerce platform in Indonesia https://www.marketing-interactive.com/Study-Shopee-eCommerce-platform-Indonesia
Mensah, I., & Mensah, R. D. (2018). Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast campus. Journal of Tourism, Heritage & Services Marketing, 4(2), 27-36. https://doi.org/10.5281/zenodo.1247542
Miao Miao, Tariq Jalees, Syed Imran Zaman, Sherbaz Khan, Noor-ul-Ain Hanif, Muhammad Kashif Javed(2021). The influence of e-customer satisfaction, e-trust and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics https://www.emerald.com/insight/content/doi/10.1108/APJML-03-2021-0221/full/pdf?title=the-influence-of-e-customer-satisfaction-e-trust-and-perceived-value-on-consumers-repurchase-intention-in-b2c-e-commerce-segment
Nugraha, Marza Riyandika; Sumarwan, Ujang; and Yulianti, Lilik Noor (2021) "Social Shopping Relationship Management on Social E-Commerce in Indonesia (Case Study: Online Food Consumers)," ASEAN Marketing Journal: Vol. 10 : No. 1 , Article 4.
S Fournier, JL Yao - International Journal of research in Marketing, 1997. Reviving brand loyalty: A reconceptualization within the framework of consumer-brand relationships. https://doi.org/10.1016/S0167-8116(97)00021-9
Tenenhaus, M., Amato, S., and Esposito Vinzi, V. (2004). A Global Goodness-of-Fit Index for PLS Structural Equation Modeling, Proceedings of the XLII SIS Scientific Meeting. Padova: CLEUP, 739-742.
Wibisono, K., & Keni, K. (2023). Pengaruh perceived value, customer satisfaction, Dan Brand Association Terhadap Repurchase Intention. Jurnal Manajemen Bisnis Dan Kewirausahaan, 7(4), 750–759. https://doi.org/10.24912/jmbk.v7i4.25360
Zboja, J.J. and Voorhees, C.M. (2006), "The impact of brand trust and satisfaction on retailer repurchase intentions", Journal of Services Marketing, Vol. 20 No. 6, pp. 381-390. https://doi.org/10.1108/08876040610691275