PENGARUH SERVICE QUALITY DAN SALES PROMOTION TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION SEBAGAI VARIBEL INTERVENING (STUDI KASUS PADA KONSUMEN GUARDIAN WILAYAH BEKASI RAYA)

NADILA KUSUMANINGRUM, . (2025) PENGARUH SERVICE QUALITY DAN SALES PROMOTION TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER SATISFACTION SEBAGAI VARIBEL INTERVENING (STUDI KASUS PADA KONSUMEN GUARDIAN WILAYAH BEKASI RAYA). Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji service quality, dan sales promotion terhadap repurchase intention melalui customer satisfaction sebagai variabel mediasi. Metode pengumpulan data menggunakan survei dengan instrumen berupa kuesioner yang disebarkan secara online. Populasi yang digunakan yaitu konsumen Guardian dengan kriteria berusia 17 tahun ke atas, sudah pernah membeli produk pada toko Guardian, dan berdomisili pada Bekasi Raya. Penelitian ini melibatkan sebanyak 200 responden, serta 30 responden untuk dilakukan uji pretest. Data dianalisis menggunakan Structural Equation Model (SEM) berbasis Partical Least Square (PLS) dengan menggunakan software SmartPLS 4.0. Hasil penelitian menunjukkan bahwa 1) service quality berpengaruh positif dan signifikan terhadap repurchase intention, 2) sales promotion berpengaruh positif dan signifikan terhadap repurchase intention, 3) customer satisfaction berpengaruh positif dan signifikan terhadap repurchase intention, 4) service quality berpengaruh positif dan signifikan terhadap customer satisfaction, 5) sales promotion berpengaruh positif dan signifikan terhadap customer satisfaction, 6) service quality berpengaruh positif dan signifikan terhadap repurchase intention melalui customer satisfaction, 7) sales promotion berpengaruh positif dan signifikan terhadap repurchase intention melalui customer satisfaction. **** This study aims to examine the effect of service quality and sales promotion on repurchase intention through customer satisfaction as a mediating variable. The data collection method used a survey with an online questionnaire instrument. The population used was Guardian consumers aged 17 years and above, who had previously purchased products from Guardian stores, and who resided in the Greater Bekasi area. This study involved 200 respondents, with 30 respondents for the pretest. Data were analyzed using a Structural Equation Model (SEM) based on Partial Least Squares (PLS) using SmartPLS 4.0 software. The results of the study indicate that 1) service quality has a positive and significant effect on repurchase intention, 2) sales promotion has a positive and significant effect on repurchase intention, 3) customer satisfaction has a positive and significant effect on repurchase intention, 4) service quality has a positive and significant effect on customer satisfaction, 5) sales promotion has a positive and significant effect on customer satisfaction, 6) service quality has a positive and significant effect on repurchase intention through customer satisfaction, and 7) sales promotion has a positive and significant effect on repurchase intention through customer satisfaction.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Andi Muhammad Sadat, S.E., M.Si., Ph.D. ; 2). Dr. Terrylina Arvinta Monoarfa, S.E., M.M.
Subjects:	Manajemen > Pendidikan, Riset Penelitian Bisnis Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Pendidikan Bisnis
Depositing User:	Nadila Kusumaningrum .
Date Deposited:	19 Aug 2025 01:35
Last Modified:	19 Aug 2025 01:35
URI:	http://repository.unj.ac.id/id/eprint/61561

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