ANALISIS FAKTOR-FAKTOR PEMBENTUK CUSTOMER SATISFACTION DAN REPURCHASE INTENTION KONSUMEN PRODUK TAS LOKAL

FARIZKA HAYYU ARTANTI, . (2026) ANALISIS FAKTOR-FAKTOR PEMBENTUK CUSTOMER SATISFACTION DAN REPURCHASE INTENTION KONSUMEN PRODUK TAS LOKAL. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh product design, content marketing, dan e-service quality terhadap customer satisfaction dan repurchase intention pada konsumen produk tas lokal Merché. Penelitian ini menggunakan pendekatan kuantitatif dengan metode survei terhadap 240 konsumen Merché di wilayah DKI Jakarta. Analisis data dilakukan menggunakan Structural Equation Modeling (SEM) dengan bantuan perangkat lunak SPSS dan AMOS. Hasil penelitian menunjukkan bahwa product design, content marketing, dan e-service quality berpengaruh positif dan signifikan terhadap customer satisfaction. Selain itu, product design dan customer satisfaction juga berpengaruh positif dan signifikan terhadap repurchase intention. Namun, content marketing dan e-service quality tidak berpengaruh signifikan secara langsung terhadap repurchase intention. Temuan ini menunjukkan bahwa customer satisfaction memiliki peran penting dalam mendorong repurchase intention, sementara product design menjadi satu-satunya variabel yang berpengaruh langsung terhadap kedua variabel dependen. Penelitian ini memberikan kontribusi teoretis dalam pengembangan Expectation Confirmation Theory pada konteks pemasaran digital brand fashion lokal serta implikasi praktis bagi pelaku industri fashion dalam merancang strategi pemasaran yang berfokus pada peningkatan kepuasan dan loyalitas konsumen. Kata kunci: product design, content marketing, e-service quality, customer satisfaction, repurchase intention ***** This study aims to analyze the effects of product design, content marketing, and e-service quality on customer satisfaction and repurchase intention among consumers of the local bag brand Merché. A quantitative research approach was employed using a survey method involving 240 Merché consumers in the DKI Jakarta area. Data were analyzed using Structural Equation Modeling (SEM) with the assistance of SPSS and AMOS software. The results indicate that product design, content marketing, and e-service quality have a positive and significant effect on customer satisfaction. Furthermore, product design and customer satisfaction also have a positive and significant effect on repurchase intention. However, content marketing and e-service quality do not have a significant direct effect on repurchase intention. These findings suggest that customer satisfaction plays a crucial role in encouraging repurchase intention, while product design is the only variable that directly influences both dependent variables. This study contributes theoretically by extending the application of Expectation Confirmation Theory in the context of digital marketing for local fashion brands and provides practical insights for fashion businesses in formulating strategies focused on enhancing customer satisfaction and long-term consumer loyalty. Keywords: product design, content marketing, e-service quality, customer satisfaction, repurchase intention

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Meta Bara Berutu, S.E., M.M.
Subjects:	Manajemen > Manajemen Pemasaran Manajemen > Perilaku Konsumen
Divisions:	FE > S1 Bisnis Digital
Depositing User:	Farizka Hayyu Artanti .
Date Deposited:	19 Feb 2026 03:45
Last Modified:	19 Feb 2026 03:45
URI:	http://repository.unj.ac.id/id/eprint/65470

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