YAHYA, BENNY (2018) ANALISIS PENAWARAN PASAR DAN KUALITASWEBSITE BEAUTY HAULINDO DALAM MENINGKATKAN PEMBELIAN ULANG DENGAN INTERVENING KEPUASAN PELANGGAN DAN KEPERCAYAAN PELANGGAN. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
ABSTRACT This research aims to examine and analyze factor which affect customer satisfaction, trust, and interest to buy back on beautyhaulindo website that became the object of research which is in the sub category of fashion in online retail cosmetics in Indonesia. The study design used is descriptive and explanatory research type of survey methods. Data were collected using questionnaires given from 250 respondents, the sampling technique used is online via customer email as part of feedback taken shortly after they check out. The method of analysis used is SEM (Structural Equation Model). The result of the research shows that the market offering variable to the satisfaction of the beautyhaulindo website influence positively and significantly, the variable of website quality to the satisfaction of the beautyhaulindo website influence positively and significantly, the market offering variable toward the trust of beautyhaulindo website influence positively and significantly, customer trust beautyhaulindo website have a positive and significant effect, customer satisfaction variable to the interest of repeat purchase at beautyhaulindo website have positive and significant influence, customer trust variable to repurchase interest in beautyhaulindo website have positive and significant influence. Keywords : market offering, quality website, customer satisfaction, customer trust, repurchase intention. ABSTRAK Penelitian ini bertujuan menguji dan menganalisis faktor-faktor apa saja yang mempengaruhi kepuasan, kepercayaan, dan minat beli ulang pelanggan pada website beautyhaulindo yang menjadi objek penelitian peneliti dalam sub kategori fashion pada retail online kosmetik di Indonesia. Desain penelitian yang digunakan bersifat deskriptif berjenis riset eksplanatori dengan metode survei. Data diambil menggunakan kuesioner yang diberikan kepada 250 responden, dengan teknik pengambilan sampel yang digunakan adalah secara online melalui email customer sebagai bagian dari feedback sesaat setelah mereka check out. Metode analisis yang digunakan dalam penelitian ini adalah analisis SEM (Structural Equation Model). Hasil penelitian menunjukkan bahwa variabel penawaran pasar terhadap kepuasan pelanggan website beautyhaulindo berpengaruh secara positif dan signifikan, variabel kualitas website terhadap kepuasan pelanggan website beautyhaulindo berpengaruh secara positif dan signifikan, variabel penawaran pasar terhadap kepercayaan pelanggan website beautyhaulindo berpengaruh secara positif dan signifikan, variabel kualitas website terhadap kepercayaan pelanggan website beautyhaulindo berpengaruh secara positif dan signifikan, variabel kepuasan pelanggan terhadap minat pembelian ulang di website beautyhaulindo berpengaruh secara positif dan signifikan, variabel kepercayaan pelanggan terhadap minat pembelian ulang di website beautyhaulindo berpengaruh secara positif dan signifikan. Kata kunci: penawaran pasar, kualitas website, kepuasan pelanggan, kepercayaan pelanggan, minat pembelian ulang.
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