PENGARUH ONLINE CUSTOMER EXPERIENCE, MOBILE SERVICE QUALITY, DAN CUSTOMER E-SATISFACTION TERHADAP REPURCHASE INTENTION PADA APLIKASI CHAGEE

HALIMAH ADELIA CITRA PUTRI, . (2026) PENGARUH ONLINE CUSTOMER EXPERIENCE, MOBILE SERVICE QUALITY, DAN CUSTOMER E-SATISFACTION TERHADAP REPURCHASE INTENTION PADA APLIKASI CHAGEE. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan branded mobile application pada industri food and beverage (F&B) mendorong perusahaan untuk membangun hubungan langsung dengan konsumen. Namun, aplikasi Chagee masih menghadapi berbagai tantangan, seperti rendahnya tingkat penggunaan ulang aplikasi, dominasi penggunaan platform food delivery aggregator, serta berbagai keluhan dari pengguna. Kondisi tersebut menunjukkan pentingnya peningkatan pengalaman pengguna dan kualitas layanan aplikasi untuk meningkatkan kepuasan serta mendorong niat penggunaan ulang. Penelitian ini bertujuan untuk menganalisis pengaruh Online Customer Experience dan Mobile Service Quality terhadap Customer e-Satisfaction, serta pengaruh Customer e-Satisfaction terhadap Repurchase Intention pada pengguna aplikasi Chagee. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Partial Least Squares Structural Equation Modeling (PLS-SEM). Data dikumpulkan melalui penyebaran kuesioner kepada 220 pengguna aplikasi Chagee yang berdomisili di DKI Jakarta menggunakan teknik purposive sampling dan dianalisis menggunakan perangkat lunak SmartPLS 4 berdasarkan kerangka teori Stimulus–Organism–Response (S-O-R). Hasil penelitian menunjukkan bahwa Online Customer Experience dan Mobile Service Quality berpengaruh positif dan signifikan terhadap Customer e-Satisfaction, sedangkan Customer e-Satisfaction berpengaruh positif dan signifikan terhadap Repurchase Intention. Temuan penelitian juga menunjukkan bahwa Mobile Service Quality merupakan faktor yang paling dominan dalam membentuk Customer e-Satisfaction dibandingkan Online Customer Experience, sedangkan Customer e-Satisfaction menjadi faktor utama yang mendorong Repurchase Intention pengguna aplikasi Chagee. Sebagai kontribusi praktis, penelitian ini menghasilkan rekomendasi pengembangan aplikasi yang diwujudkan dalam tiga rancangan prototype, yaitu Prototype Personalized Homepage, Prototype Delivery Feature, dan Prototype Rewards & Membership Page yang disusun berdasarkan hasil pengujian model penelitian, preliminary survey, ulasan pengguna pada Google Play Store dan App Store, voice of respondents, serta proses benchmarking terhadap aplikasi Kopi Kenangan dan Fore Coffee. Rekomendasi tersebut diharapkan dapat meningkatkan pengalaman pengguna, kualitas layanan aplikasi, kepuasan pengguna, serta mendorong peningkatan repurchase intention pada aplikasi Chagee.*****The rapid development of branded mobile applications in the food and beverage (F&B) industry has encouraged companies to establish direct relationships with consumers. However, the Chagee application still faces several challenges, including a low level of application reuse, the dominance of food delivery aggregator platforms, and various user complaints. These conditions highlight the importance of improving user experience and mobile service quality to enhance customer satisfaction and encourage repurchase intention. This study aims to examine the effect of Online Customer Experience and Mobile Service Quality on Customer e-Satisfaction, as well as the effect of Customer e-Satisfaction on Repurchase Intention among Chagee application users. This study employed a quantitative approach using the Partial Least Squares Structural Equation Modeling (PLS-SEM) method. Data were collected through questionnaires distributed to 220 Chagee application users residing in the Special Capital Region of Jakarta (DKI Jakarta) using a purposive sampling technique and were analyzed using SmartPLS 4 based on the Stimulus–Organism–Response (S-O-R) framework. The results indicate that Online Customer Experience and Mobile Service Quality have a positive and significant effect on Customer e-Satisfaction, while Customer e-Satisfaction has a positive and significant effect on Repurchase Intention. The findings also reveal that Mobile Service Quality is the most influential factor in shaping Customer e-Satisfaction compared to Online Customer Experience, whereas Customer e-Satisfaction is the primary factor driving users' Repurchase Intention toward the Chagee application. As a practical contribution, this study proposes application development recommendations implemented through three prototype designs, namely the Personalized Homepage Prototype, Delivery Feature Prototype, and Rewards & Membership Page Prototype. These prototypes were developed based on the results of the structural model analysis, a preliminary survey, user reviews from the Google Play Store and App Store, user feedback collected through open-ended questionnaire responses, and a benchmarking process against the Kopi Kenangan and Fore Coffee applications. The proposed recommendations are expected to enhance user experience, mobile service quality, customer satisfaction, and ultimately increase users' repurchase intention toward the Chagee application.

Item Type:	Thesis (Sarjana)
Additional Information:	1.) Dr. Terrylina Arvinta Monoarfa, S.E., M.M. ; 2.) Fildzah Shabrina, S.Pd., M.Kom.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Halimah Adelia Citra Putri .
Date Deposited:	18 Aug 2026 04:54
Last Modified:	18 Aug 2026 04:54
URI:	http://repository.unj.ac.id/id/eprint/71322

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