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.