Peran moderasi customer experience atas pengaruh visual merchandising terhadap repurchase intention KKV
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Abstract
Tujuan dari dilaksanakannya penelitian ini adalah untuk menganalisis bahwa Visual Merchandising memiliki pengaruh terhadap Repurchase Intention dengan customer experience sebagai variabel moderasi. Belum banyak penelitian terdahulu yang membahas pengaruh Visual Merchandising terhadap Repurchase Intention dengan customer experience sebagai variabel moderasi, khususnya pada sektor bisnis ritel.
Pada penelitian ini metode pengumpulan data yang digunakan adalah melalui survey secara online yang berbentuk google forms. Jumlah responden yang berhasil dikumpulkan dan lulus dari skiring adalah sebesar 120 responden. Responden penelitian adalah konsumen KKV yang pernah melakukan transaksi dalam 1 tahun terakhir. Alat yang dilakukan untuk proses pengolahan data adalah pendekatan model struktural dengan teknik Partial Least Square dan menggunakan aplikasi SmartPLS. Hasil dari penelitian tugas akhir ini menunjukkan bahwa Visual Merchandising dan customer experience berpengaruh signifikan terhadap Repurchase Intention, serta customer experience tidak memiliki peran moderasi atas pengaruh Visual Merchandising terhadap Repurchase Intention.
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