GULO, EIRENE NIFATI PANGKEY (2024) ANALISIS PENGARUH SERVICE QUALITY DAN PRICE FAIRNESS TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION KLINIK NATASHA SKIN CARE (Studi pada Pelanggan DKI Jakarta). S2 thesis, Universitas Mercu Buana Jakarta - Menteng.
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Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh service quality dan price fairness terhadap repurchase intention, dengan customer satisfaction sebagai variabel mediasi. Objek penelitian ini adalah pelanggan Natasha Skin Care. Jumlah sampel yang digunakan sebanyak 150 responden, yang dipilih dengan metode nonprobability sampling menggunakan teknik purposive sampling berdasarkan kriteria tertentu yang relevan dengan tujuan penelitian. Pengumpulan data dilakukan melalui data primer, yang diperoleh langsung melalui wawancara, observasi, dan distribusi kuesioner, serta data sekunder yang berasal dari sumber yang sudah ada. Analisis data menggunakan Structural Equation Model-Partial Least Square (SEM-PLS). Hasil penelitian menunjukkan bahwa service quality secara signifikan meningkatkan customer satisfaction dan mendorong repurchase intention. Selain itu, price fairness juga memiliki pengaruh positif terhadap customer satisfaction dan repurchase intention. Customer satisfaction terbukti berperan sebagai mediator utama dalam hubungan antara service quality, price fairness, dan repurchase intention. Implikasi dari penelitian ini diharapkan dapat membantu Natasha Skin Care dalam merumuskan strategi untuk meningkatkan loyalitas pelanggan di tengah persaingan industri kecantikan. This study aims to analyze the effect of service quality and price fairness on repurchase intention, with customer satisfaction as a mediating variable. The object of this research is the customers of Natasha Skin Care. The sample consists of 150 respondents, selected using a non-probability sampling method with the purposive sampling technique, based on specific criteria relevant to the research objectives. Data collection was conducted through primary data, obtained directly via interviews, observations, and questionnaire distribution, as well as secondary data from existing sources. The data analysis was carried out using the Structural Equation Model-Partial Least Square (SEM-PLS). The results indicate that service quality significantly enhances customer satisfaction and encourages repurchase intention. Furthermore, price fairness also has a positive effect on both customer satisfaction and repurchase intention. Customer satisfaction is confirmed to act as the primary mediator in the relationship between service quality, price fairness, and repurchase intention.The implications of this study are expected to help Natasha Skin Care formulate strategies to enhance customer loyalty amid fierce competition in the beauty industry.
| Item Type: | Thesis (S2) |
|---|---|
| NIM/NIDN Creators: | 55121110094 |
| Uncontrolled Keywords: | Service Quality, Price Fairness, Customer Satisfaction, Repurchase Intention, Beauty Clinic, Natasha Skin Care Service Quality, Price Fairness, Customer Satisfaction, Repurchase Intention, Customer Loyalty, Beauty Clinic, Natasha Skin Care |
| Subjects: | 600 Technology/Teknologi > 650 Management, Public Relations, Business and Auxiliary Service/Manajemen, Hubungan Masyarakat, Bisnis dan Ilmu yang Berkaitan > 658 General Management/Manajemen Umum |
| Divisions: | Pascasarjana > Magister Manajemen |
| Depositing User: | Maulana Arif Hidayat |
| Date Deposited: | 12 Sep 2025 02:38 |
| Last Modified: | 12 Sep 2025 02:38 |
| URI: | http://repository.mercubuana.ac.id/id/eprint/97729 |
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