Pengaruh Kepuasan Pelanggan dan Niat Membeli Kembali terhadap Loyalitas Pelanggan pada Pelanggan Oli Motor
Keywords:
Loyalitas Pelanggan, Kepuasan Pelanggan, Niat Membeli KembaliAbstract
ABSTRACT
This study was to determine the effect of Customer Loyalty to Customer Satisfaction, Customer Loyalty to Repurchase Intention, Repurchase Intention to Customer Satisfaction. The data were processed using a survey method with a questionnaire collection tool and a Likert type, the sampling technique used was purposive sampling to 203 respondents. This research was conducted in East Jakarta. Using two factor analyzes, namely EFA (Exploratory Factor Analysis) and CFA (Confirmatory Factor Analysis), using SPSS and SEM applications on AMOS. The results of this study indicate that there is a positive and significant influence between Customer Loyalty on Customer Satisfaction, there is a positive and significant influence between Customer Loyalty on Repurchase Intention, besides that there is also a positive and significant influence between Repurchase Intention on Customer Satisfaction.
Keyword: Customer Loyalty, Customer Satisfaction, Repurchase Intention
ABSTRAK
Penelitian ini untuk mengetahui pengaruh Loyalitas Pelanggan terhadap Kepuasan Pelanggan, Loyalitas Pelanggan terhadap Niat Membeli Kembali, Niat Membeli Kembali terhadap Kepuasan Pelanggan. Data yang diolah menggunakan metode survei dengan alat pengumpulan kuesioner dan tipe Likert, teknik pengambilan sampel yang digunakan adalah purposive sampling kepada 203 responden. Penelitian ini dilakukan di Jakarta Timur. Menggunakan dua analisis faktor yaitu EFA (Exploratory Factor Analysis) dan CFA (Confirmatory Factor Analysis), menggunakan aplikasi SPSS serta SEM pada AMOS. Hasil penelitian ini menunjukkan bahwa terdapat pengaruh yang positif dan signifikan antara Loyalitas Pelanggan terhadap Kepuasan Pelanggan, terdapat pengaruh yang positif dan signifikan antara Loyalitas Pelanggan terhadap Niat Membeli Kembali, selain itu juga terdapat pengaruh positif dan signifikan antara Niat Membeli Kembali terhadap Kepuasan Pelanggan.
Kata kunci: Loyalitas Pelanggan, Kepuasan Pelanggan, Niat Membeli Kembali
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