Pengaruh Kualitas Pelayanan dan Harga terhadap Minat Beli Ulang melalui Kepuasan Pelanggan sebagai Variabel Intervening: Studi Kasus Pada Pelanggan Website Beautyhaul Gen Z di Indonesia
Keywords:
Service Quality, Price, Customer Satisfaction, Repurchase Intention, Pelanggan Generasi ZAbstract
Penelitian ini bertujuan 1) untuk menguji pengaruh service quality terhadap customer satisfaction, 2) untuk menguji pengaruh price terhadap customer satisfaction, 3) untuk menguji pengaruh service quality terhadap repurchase intention, 4) untuk menguji pengaruh price terhadap repurchase intention, 5) untuk menguji pengaruh customer satisfaction terhadap repurchase intention, 6) untuk menguji pengaruh service quality terhadap repurchase intention melalui customer satisfaction sebagai intervening, 7) untuk menguji pengaruh price terhadap repurchase intention melalui customer satisfaction sebagai intervening pada pelanggan BeautyHaul generasi Z di Indonesia. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner. Sampel penelitian ini adalah 200 responden konsumen generasi Z berusia 17-26 tahun yang pernah pernah belanja produk kecantikan melalui situs website BeautyHaul minimal dua kali dalam enam bulan terakhir. Data yang diperoleh dari kuesioner kemudian dianalisis dengan menggunakan program AMOS. Hasil pengujian hipotesis pada penelitian ini menunjukkan semua hipotesis memiliki pengaruh positif signifikan.
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