Peran Kepuasan Memediasi Pengaruh Kualitas Pelayanan Terhadap Minat Beli Ulang Pada Cening Bagus Oleh – Oleh Khas Bali Di Gianyar
Abstract
The needs and desires of consumers are influenced by the quality of services offered by the company. In principle, the better the quality of the service provider, the more attractive it will be to consumers. Service activities offered by a company will result in an assessment given by the customer regarding the satisfaction obtained. If you can provide optimal service, then consumers will feel satisfied and this will have a good influence on repurchasing interest from consumers. Repurchase intention is influenced by many factors, including service quality and customer satisfaction. The purpose of this study was to determine the role of satisfaction in mediating the effect of service quality on repurchase intention at Cening Bagus Souvenirs Bali in Gianyar. This research was conducted at Cening Bagus Souvenirs from Bali in Gianyar with a population of 50,400 consumers in 2019 using the random sampling technique and determining the sampling using the slovin formula so that a sample of 100 people was obtained. Data collection was carried out using the method of observation, interviews, documentation, literature study, and questionnaires which were measured using a Likert scale with five answer choices starting from strongly disagreeing with a value of one to strongly agreeing with a value of five. The instrument test was carried out by testing the validity and reliability using SPSS software. Hypothesis testing was carried out by path analysis and Sobel test to determine the role of consumer satisfaction as a mediating variable. The results of the analysis show that service quality has a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on repurchase intention, service quality has a positive and significant effect on repurchase intention and customer satisfaction has a positive effect and a significant mediating role between service quality and interest buy again. Advice given includes branding a number of unbranded souvenir products, implementing a price transparency policy for visitors by providing price tags, and providing information and communication to visitors regarding new products, special offers and others.
References
Abdurrahman, & Herdiana, N. (2015). Manajemen Strategi Pemasaran. Pustaka Setia.
Ambarwati, I. A. T., Kawiana, I. G. P., & Mahayasa, I. G. A. (2022). Mediasi Kepuasan Konsumen Pada Hubungan Kualitas Pelayanan Dengan Loyalitas Pada PT Prisma Elektrika Bali. WidyaAmrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 2(3), 832-843.
Apriyani, d, A., & sunarti. (2017). Pengaruh kualitas pelayanan terhadap kepuasan konsumen (Survei pada Konsumen The Little A Coffee Shop Sidoarjo). Jurnal Administrasi Bisnis (Jab), 51(2), 1–7. www.bisnissurabaya.com
Costa Satiritias Saptanta, M. V. (2018). Pengaruh kepuasan dan kepercayaan terhadap minat beli ulang konsumen Studi pada Legend Coffe Yogyakarta. Universitas Sanata Dharma.
Engler, T. H., Winter, P., & Schulz, M. (2015). Understanding online product ratings: A customer satisfaction model. Journal of Retailing and Consumer Services, 27, 113–120. https://doi.org/10.1016/j.jretconser.2015.07.010
Graha, I. M. S., & Wardana, M. (2016). LOYALITAS PELANGGAN HARDY ’ S NEGARA Fakultas Ekonomi dan Bisnis Universitas Udayana ( Unud ), Bali , Indonesia email : s_graha@ymail.com Bisnis ritel yang ada di Kota Negara mengalami perkembangan yang sangat cepat . Perkembangan tersebut dikarenakan pel. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana, 2(5), 309–334.
Haryono, N., & Octavia, R. (2020). Analisis Pengaruh Citra Merek Dan Mutu Layanan Terhadap Kepuasan Konsumen Serta Dampaknya Terhadap Loyalitas Konsumen. Jurnal Industri Elektro Dan Penerbangan, 4(1), 20–27. http://jurnal.unnur.ac.id/index.php/indept/article/view/139
Imran, M. I. A. (2018). Pengaruh Kepuasan Pelanggan Terhadap Minat Beli Ulang. Jurnal Profitability Fakultas Ekonomi Dan Bisnis, 2(1), 50–64.
Kotler, P., & Keller, K. L. (2012). Manajemen Pemasaran, Edisi 12 (Erlangga (ed.); 12th ed.).
Kotler, P., Maulana, A., Sabran, B., & Keller, K. L. (2009). Manajemen Pemasaran (13th ed.). Erlangga.
Krismantara, K. H., Suartina, I. W., & Mahayasa, I. G. A. (2023). Pengaruh Kualitas Pelayanan dan Kualitas Produk Terhadap Kepuasan Konsumen di UD. Paon Kembar Desa Peguyangan Kangin Denpasar. WidyaAmrita: Jurnal Manajemen, Kewirausahaan dan Pariwisata, 3(4), 790-798.
Normasari dkk. (2013). Pengaruh Kualitas Pelayanan Terhadap Kepuasan Pelanggan, Citra Perusahaan dan Loyalitas Pelanggan Survei pada Tamu Pelanggan yang Menginap di Hotel Pelangi Malang. Jurnal Administrasi Bisnis, 6(2), 77767.
Oktaviani, N. (2015). PENGARUH KUALITAS PELAYANAN TERHADAP MINAT PEMBELIAN ULANG (Studi pada Trans Retail Carrefour di Bandung) The Impact of Quality of Service on Repurchase Intention ( Study on Trans Retail Carrefour in Bandung ). E-Proceeding Of Management, 2(3), 2419.
Purwadisastra, D. (2021). Strategi Ritel Konvensional Modern Dalam Menghadapi Persaingan Pada Masa Pandemi Covid 19. Jurnal Ekonomi Dan Bisnis, 8(1), 187–192.
Putri, N. K., & Martha, R. N. (2020). Analisis Perbandingan Persepsi Kualitas Pelayanan Dan Kepuasan Konsumen Jasa Transportasi Online Di Sumatera Selatan. Akuntansi Dan Manajemen, 15(2), 27–42. https://doi.org/10.30630/jam.v15i2.16
Sidanta, K., Christian, B., Hadi, H., Angelia, W., & Istijanto, I. (2022). Faktor-Faktor yang Memengaruhi Kepuasan Konsumen Milenial pada E-Commerce di Indonesia. Indonesian Business Review, 5(2), 156–173. https://doi.org/10.21632/ibr.5.2.156-173
Tjiptono, F., & Gregorius Chandra. (2011). Service Quality & Satisfaction Edisi ketiga. Andi Offset.
