Analisis Pengaruh E-service Quality, Digital Marketing, Kepercayaan, Terhadap Minat Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening

FITRI, SARI RAHMATUL (2023) Analisis Pengaruh E-service Quality, Digital Marketing, Kepercayaan, Terhadap Minat Pembelian Ulang Dengan Kepuasan Pelanggan Sebagai Variabel Intervening. S2 thesis, Universitas Mercu Buana Jakarta-Menteng.

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Abstract

The purpose of this study is to analyze the influence of e-service quality, digital marketing and trust on shopee application repurchase interest with customer satisfaction variables as intervening variables. The study involved 101 respondents with the characteristics of Shopee users who had transacted at least 1 time. Researchers use the Strutural Equation Model - AMOS as a technique used to analyze measurements and structural models. The results of this study show that e-service quality does not affect customer satisfaction, then trust does not affect customer satisfaction, then digital marketing has a positive and significant effect on customer satisfaction. And the variable of customer satisfaction has a positive and significant effect on the interest in repurchasing the Shopee application. Keywords: E-service quality, digital marketing, trust, customer satisfaction and repurchase interest. Tujuan dari penelitian ini adalah untuk menganalisis pengaruh e-service quality, digital marketing dan kepercayaan terhadap minat pembelian ulang aplikasi Shopee dengan variabel kepuasan pelanggan sebagai variabel intervening. Studi melibatkan 101 responden dengan karakteristik pengguna Shopee yang pernah bertransaksi minimal 1 kali. Peneliti menggunakan Strutural Equation Model - AMOS sebagai teknik yang digunakan untuk menganalisis pengukuran dan model struktural. Hasil dari penelitian ini menunjukkan e-service quality tidak berpengaruh terhadap kepuasan pelanggan, kemudian kepercayaan tidak berpengaruh terhadap kepuasan pelanggan, selanjutnya digital marketing berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Dan variabel kepuasan pelanggan berpengaruh positif dan signifikan terhadap minat pembelian ulang aplikasi Shopee. Kata kunci: E-service quality, digital marketing, kepercayaan, kepuasan pelanggan dan minat pembelian ulang.

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