PENGARUH HARGA, CITRA MEREK DAN PROMOSI TERHADAP MINAT PEMBELIAN ULANG PELANGGAN EASY SHOPPING YANG DIMEDIASI OLEH KEPUASAN PELANGGAN

MUTHI, LUQMANUL HAKIM (2023) PENGARUH HARGA, CITRA MEREK DAN PROMOSI TERHADAP MINAT PEMBELIAN ULANG PELANGGAN EASY SHOPPING YANG DIMEDIASI OLEH KEPUASAN PELANGGAN. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh Harga, Citra Merek, dan Promosi terhadap Minat Pembelian Ulang Pelanggan Easy Shopping dengan Kepuasan Pelanggan sebagai Variabel Mediasi. Populasi pada penelitian ini adalah Pelanggan Easy Shopping serta sampel sebanyak 193 menurut data internal perusahaan tahun 2022. Metode analisis yang digunakan dalam penelitian ini adalah metode analisis data SEM dengan pengolahan data Partial Least Square (PLS). Data primer diperoleh dengan penyebaran kuesioner melalui Google Form kepada responden. Hasil penelitian menunjukkan bahwa Harga, Citra Merek, dan Promosi memberikan pengaruh signifikan terhadap Kepuasan Pelanggan, Kepuasan Pelanggan memberikan pengaruh signifikan terhadap Minat Pembelian Ulang Pelanggan, serta dapat memediasi pengaruh Harga dengan kategori partial mediation, Citra Merek dengan kategori full mediation, dan Promosi terhadap Minat Pembelian Ulang Pelanggan dengan kategori full mediation. Saran penelitian bagi Easy Shopping agar manajemen mampu menetapkan kebijakan harga yang lebih wajar untuk pelanggan terutama kepada pelanggan member yang telah loyal membeli produk katalog Easy Shopping dengan jumlah pembelian tertentu. Kata Kunci: Harga, Citra Merek, Promosi, Kepuasan Pelanggan, dan Minat Pembelian Ulang. This study aims to analyze the effect of Price, Brand Image, and Promotion on Customer Repurchase Intention on Easy Shopping with Customer Satisfaction as a Mediating Variable. The population in this study are Easy Shopping customers and numbers of samples are 193, according to the company's internal data for 2022. The analytical method used in this study is the SEM, with data analysis method by Partial Least Square (PLS) data processing. Primary data is obtained by distributing Google Form questionnaire to respondents. The results shows that Price, Brand Image, and Promotion have a significant effect on Customer Satisfaction, Customer Satisfaction has a significant effect on Customer Repurchase Intention and can mediate the effect of Price in the partial mediation category, Brand Image and Promotion in the full mediation category on Customer Repurchase Intention. Research suggestions for Easy Shopping, they can set more reasonable price policy for customers, especially for member customers who have loyally purchase with certain amounts on Easy Shopping catalog products. Keywords: Price, Brand Image, Promotion, Customer Satisfaction, and Customer Repurchase Intention.

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