PENGARUH SERVICE QUALITY DAN CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION MELALUI VARIABEL INTERVENING CUSTOMER LOYALTY PADA INDOMARET FRESH TIDUNG KOTA MAKASSAR

Abstract

Penelitian ini dilakukan bertujuan untuk mengetahui Pengaruh Service Quality dan Customer Satisfaction Terhadap Repurchase Intention melalui Variabel Intervening Customer Loyalty. Jenis Penelitian ini adalah penelitian Kuantitatif. Teknik penentuan sampel yang digunakan yaitu probability sampling dengan jenis purposive sampling sehingga diperoleh sebanyak 120 sampel dari Pelanggan Indomaret Fresh Tidung Kota Makassar yang telah dipilih berdasarkan kriteria yang telah ditentukan terlebih dahulu. Teknik pengumpulan data dilakukan dengan kuesioner, wawancara dan studi pustaka. Teknik analisis data yang digunakan terdiri dari Uji Validitas Konstruk/ Uji CFA (Confirmatory Factor Analysis), Uji Reliabilitas Instrumen yang terdiri dari Constract Reliability dan Variance Extracted, serta Uji Hipotesis. Hasil Penelitian ini menunjukkan bahwa Service Quality (X1) berpengaruh Negatif dan tidak signifikan terhadap Repurchase Intention (Y) pada Indomaret Fresh Tidung Kota Makassar. Customer Satisfaction (X2) berpengaruh positif dan signifikan terhadap Repurchase Intention (Y) pada Indomaret Fresh Tidung Kota Makassar. Service Quality (X1) berpengaruh Negatif dan tidak signifikan terhadap Repurchase Intention (Y) melalui Customer Loyalty (Z) pada Indomaret Fresh Tidung Kota Makassar. Customer Satisfaction (X2) berpengaruh positif dan signifikan terhadap Repurchase Intention (Y) melalui Customer Loyalty (Z) pada Indomaret Fresh Tidung Kota Makassar. Service Quality (X1) berpengaruh positif dan tidak signifikan terhadap Customer Loyalty (Z) pada Indomaret Fresh Tidung Kota Makassar. Customer Satisfaction (X2) berpengaruh Negatif dan signifikan terhadap Customer Loyalty (Z) pada Indomaret Fresh Tidung Kota Makassar. Serta Customer Loyalty (Z) berpengaruh positif dan signifikan terhadap Repurchase Intention (Y) pada Indomaret Fresh Tidung Kota Makassar

This research was conducted to determine the effect of Service Quality and Customer Satisfaction on Repurchase Intention through the Intervening Variable Customer Loyalty. This type of research is quantitative research. The sampling technique used is probability sampling with purposive sampling type so that 120 samples of Indomaret Fresh Tidung Makassar City customers have been selected based on predetermined criteria. Data collection techniques were carried out by questionnaires, interviews and literature studies. The data analysis technique used consists of Construct Validity Test / CFA Test (Confirmatory Factor Analysis), Instrument Reliability Test consisting of Constract Reliability and Variance Extracted, and Hypothesis Test. The results of this study indicate that Service Quality (X1) has a negative and insignificant effect on Repurchase Intention (Y) at Indomaret Fresh Tidung Makassar City. Customer Satisfaction (X2) has a positive and significant effect on Repurchase Intention (Y) at Indomaret Fresh Tidung Makassar City. Service Quality (X1) has a negative and insignificant effect on Repurchase Intention (Y) through Customer Loyalty (Z) at Indomaret Fresh Tidung Makassar City. Customer Satisfaction (X2) has a positive and significant effect on Repurchase Intention (Y) through Customer Loyalty (Z) at Indomaret Fresh Tidung Makassar City. Service Quality (X1) has a positive and insignificant effect on Customer Loyalty (Z) at Indomaret Fresh Tidung Makassar City. Customer Satisfaction (X2) has a negative and significant effect on Customer Loyalty (Z) at Indomaret Fresh Tidung Makassar City. And Customer Loyalty (Z) has a positive and significant effect on Repurchase Intention (Y) at Indomaret Fresh Tidung Makassar City