PERAN SERVICE QUALITY, PERCEIVED VALUE DAN E-WOM TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION PADA KCM CARWASH

ALFIN FIGLIO ERLANGGA, . (2026) PERAN SERVICE QUALITY, PERCEIVED VALUE DAN E-WOM TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION PADA KCM CARWASH. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Penelitian ini bertujuan untuk menguji teori dampak dari service quality, perceived value, electronic word of mouth dalam memengaruhi customer satisfaction sekaligus repurchase intention. Payung teori yang digunakan pada penelitian ini adalah Stimulus Organism Reponse (SOR). Pendekatan yang diterapkan dalam studi ini adalah metode kuantitatif dengan menggunakan teknik purposive sampling melalui penyebaran kuesioner kepada 229 responden yang merupakan pelanggan aktif dari KCM Carwash. Prosedur analisis data dilakukan secara komprehensif menggunakan perangkat lunak statistik SPSS dan Structural Equation Modeling berbasis AMOS untuk menguji validitas instrumen, reliabilitas data, serta pengujian hipotesis penelitian. Temuan dari analisis struktural menunjukkan bahwa seluruh variabel independen, yang meliputi service quality, perceived value, dan electronic word of mouth, terbukti memberikan kontribusi positif dan signifikan secara langsung maupun tidak langsung terhadap tingkat customer satisfaction serta repurchase intention untuk melakukan transaksi kembali. Secara praktis, hasil investigasi ini diharapkan dapat menjadi rujukan strategis bagi manajemen perusahaan dalam memformulasikan kebijakan operasional, mengevaluasi standar mutu layanan, dan merancang strategi pemasaran digital yang lebih efektif demi mempertahankan stabilitas basis pelanggan. ***** This study aims to examine the impact of service quality, perceived value, and word of-mouth communication on customer satisfaction and repurchase intention. The overarching theoretical framework employed is the Stimulus-Organism-Response (SOR) model. A quantitative approach was adopted, utilizing purposive sampling to distribute questionnaires to 229 active customers of KCM Carwash. Comprehensive data analysis was conducted using SPSS statistical software and AMOS-based Structural Equation Modeling (SEM) to assess instrument validity and data reliability, as well as to test the research hypotheses. The structural analysis findings reveal that all independent variables—service quality, perceived value, and electronic word-of-mouth—make positive and significant contributions, both directly and indirectly, to customer satisfaction and the intention to make repeat purchases. From a practical standpoint, these findings are expected to serve as a strategic reference for management in formulating operational policies, implementing service standards, and designing more effective digital marketing strategies to maintain a stable customer.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen , Business Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Alfin Figlio Erlangga .
Date Deposited:	12 Aug 2026 02:48
Last Modified:	12 Aug 2026 02:48
URI:	http://repository.unj.ac.id/id/eprint/69520

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