Pengaruh Word of Mouth dan Kualitas pelayanan terhadap Minat beli ulang melalui Kepuasan konsumen sebagai variabel intervening pada Cafe All In One di Kecamatan Panarukan
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Institusion
Universitas Abdurachman Saleh
Author
Wahyudi, Agus Tri
Subject
HB Economic Theory
Datestamp
2023-10-17 03:25:46
Abstract :
Era globalisasi perkembangan usaha saat ini semakin pesat salah satunya yaitu usaha cafe. Usaha cafe di Indonesia menjadi salah satu usaha yang cukup menjanjikan dan mampu menarik perhatian masyarakat seiring dengan gaya hidup masyarakat, terutama di kalangan remaja dan dewasa. Tujuan penelitian ini adalah untuk mengetahui seberapa berpengaruh Word of Mouth dan Kualitas pelayanan terhadap Minat beli ulang melalui Kepuasan konsumen sebagai variabel intervening pada cafe All In One di Kecamatan Panarukan. Populasi pada penelitian ini adalah seluruh konsumen cafe All In One. Metode pengambilan sampel menggunakan simple random sampling dengan jumlah responden sebanyak 98 konsumen. Metode analisis data menggunakan Model persamaan Struktural-Partial Leasts square (PLS-SEM) Hasil uji hipotesis pengaruh langsung menggunakan aplikasi Smart PLS 3.0 menunjukkan bahwa Word of Mouth berpengaruh signifikan positif terhadap Kepuasan konsumen, Kualitas pelayanan berpengaruh signifikan positif terhadap Kepuasan konsumen, Word of Mouth berpengaruh signifikan positif terhadap Minat beli ulang, Kualitas pelayanan berpengaruh positif namun tidak signifikan terhadap Minat beli ulang, Kepuasan konsumen berpengaruh positif namun tidak signifikan terhadap Minat beli ulang. Hasil uji hipotesis pengaruh tidak langsung menunjukkan bahwa Word of Mouth tidak signifikan mempengaruhi Minat beli ulang melalui Kepuasan konsumen, Kualitas pelayanan tidak signifikan mempengaruhi Minat beli ulang melalui Kepuasan konsumen. Kata kunci : Word of Mouth, Kualitas pelayanan, Kepuasan konsumen, Minat beli ulang In the era of globalization, business development is now increasing rapidly, one of which is the cafe business. The cafe business in Indonesia becomes one of the most promising businesses that is able to attract people's attention along with people's lifestyles, especially among teenagers and adults. This research aimed to find out the influence of word of mouth and service quality on repurchase intention through consumer satisfaction as an intervening variable at All In One cafe in Panarukan District. The population in this study was all consumers of All In One cafe. The sampling method used simple random sampling with a total of 98 consumers as respondents. The data analysis method applied Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of direct effect hypothesis test using Smart PLS 3.0 application indicated that word of mouth has a significant positive effect on consumer satisfaction, service quality has a significant positive effect on consumer satisfaction, word of mouth has a significant positive effect on repurchase intention, service quality has a positive but not significant effect on repurchase intention, consumer satisfaction has a positive but not significant effect on repurchase intention. The results of indirect effect hypothesis test showed that word of mouth does not significantly influence repurchase intention through consumer satisfaction, service quality does not significantly influence repurchase intention through consumer satisfaction. Keywords: Word of Mouth, Service Quality, Consumer Satisfaction, Repurchase Intention
Era globalisasi perkembangan usaha saat ini semakin pesat salah satunya yaitu usaha cafe. Usaha cafe di Indonesia menjadi salah satu usaha yang cukup menjanjikan dan mampu menarik perhatian masyarakat seiring dengan gaya hidup masyarakat, terutama di kalangan remaja dan dewasa. Tujuan penelitian ini adalah untuk mengetahui seberapa berpengaruh Word of Mouth dan Kualitas pelayanan terhadap Minat beli ulang melalui Kepuasan konsumen sebagai variabel intervening pada cafe All In One di Kecamatan Panarukan. Populasi pada penelitian ini adalah seluruh konsumen cafe All In One. Metode pengambilan sampel menggunakan simple random sampling dengan jumlah responden sebanyak 98 konsumen. Metode analisis data menggunakan Model persamaan Struktural-Partial Leasts square (PLS-SEM) Hasil uji hipotesis pengaruh langsung menggunakan aplikasi Smart PLS 3.0 menunjukkan bahwa Word of Mouth berpengaruh signifikan positif terhadap Kepuasan konsumen, Kualitas pelayanan berpengaruh signifikan positif terhadap Kepuasan konsumen, Word of Mouth berpengaruh signifikan positif terhadap Minat beli ulang, Kualitas pelayanan berpengaruh positif namun tidak signifikan terhadap Minat beli ulang, Kepuasan konsumen berpengaruh positif namun tidak signifikan terhadap Minat beli ulang. Hasil uji hipotesis pengaruh tidak langsung menunjukkan bahwa Word of Mouth tidak signifikan mempengaruhi Minat beli ulang melalui Kepuasan konsumen, Kualitas pelayanan tidak signifikan mempengaruhi Minat beli ulang melalui Kepuasan konsumen. Kata kunci : Word of Mouth, Kualitas pelayanan, Kepuasan konsumen, Minat beli ulang In the era of globalization, business development is now increasing rapidly, one of which is the cafe business. The cafe business in Indonesia becomes one of the most promising businesses that is able to attract people's attention along with people's lifestyles, especially among teenagers and adults. This research aimed to find out the influence of word of mouth and service quality on repurchase intention through consumer satisfaction as an intervening variable at All In One cafe in Panarukan District. The population in this study was all consumers of All In One cafe. The sampling method used simple random sampling with a total of 98 consumers as respondents. The data analysis method applied Partial Least Squares Structural Equation Modeling (PLS-SEM). The results of direct effect hypothesis test using Smart PLS 3.0 application indicated that word of mouth has a significant positive effect on consumer satisfaction, service quality has a significant positive effect on consumer satisfaction, word of mouth has a significant positive effect on repurchase intention, service quality has a positive but not significant effect on repurchase intention, consumer satisfaction has a positive but not significant effect on repurchase intention. The results of indirect effect hypothesis test showed that word of mouth does not significantly influence repurchase intention through consumer satisfaction, service quality does not significantly influence repurchase intention through consumer satisfaction. Keywords: Word of Mouth, Service Quality, Consumer Satisfaction, Repurchase Intention
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