Analisis Pengaruh Brand Image, Customer Service, Dan E-Wom Terhadap Repurchase Intention Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi
DOI:
https://doi.org/10.31851/jmwe.v20i1.11278Keywords:
Brand Image, Customer Service, E-Wom, Purchase Intention, Kepuasan Pelanggan, Fast FoodAbstract
ABSTRAK
Tujuan penelitian ini yaitu untuk menganalisis pengaruh Brand Image, Customer Service, dan E-wom terhadap Repurchase Intention dengan kepuasan pelanggan sebagai variabel mediasi. Jenis Penelitian ini menggunakan penelitian kuantitif kasual. Pengambilan sampel pada penelitian ini menggunakan teknik non probability sampling, sedangkan teknik sampling yang digunakan pada penelitian ini adalah purposive sampling. Metode pengumpulan data pada penelitian ini dengan kuesioner. Dalam penelitian ini peneliti menggunakan sampel sebanyak 212 responden. Pada tahap analisis peneliti menggunakan Smart PLS 3.0 dengan melihat outer model dan inner model. Hasil penelitian ini yaitu terdapat pengaruh Brand image, Customer Service dan E-wom terhadap Repurchase Intention dan kepuasan pelanggan berperan dalam memediasi antara Brand Image, Customer Service dan E-wom terhadap Repurchase Intention.
Keywords: Brand Image, Customer Service, E-Wom, Purchase Intention, Kepuasan Pelanggan, Fast Food
ABSTRACT
The purpose of this study was to analyze the effect of brand image, customer service, and E-wom on Repurchase Intention with customer satisfaction as a mediating variable. This type of research uses casual quantitative research. Sampling in this study used non-probability sampling techniques, while the sampling technique used in this study was purposive sampling. The data collection method in this study was a questionnaire. In this study, researchers used a sample of 212 respondents. At the analysis stage, researchers used Smart PLS 3.0 by looking at the outer model and inner model. The results of this study are that there is an effect of Brand image, Customer Service and E-wom on Repurchase Intention and customer satisfaction plays a role in mediating between Brand Image, Customer Service and E-wom on Repurchase Intention.
Keywords : Brand Image, Customer Service, E-Wom, Purchase Intention, Kepuasan Pelanggan, Fast Food
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