Pengaruh Service quality dan Product Quality Terhadap Repurchase Intention Pelanggan Optik Alfa Omega Dengan Customer Satisfaction Sebagai Intervening Variable

Ricky Gunawan(1*),


(1) 
(*) Corresponding Author

Abstract


Banyak penelitian telah menunjukkan bahwa Service Quality dan Product Quality berpengaruh terhadap Repurchase Intention dengan Customer Satisfaction sebagai Intervening Variable. Namun, belum banyak penelitian yang membahas pengaruh Service Quality dan Product Quality berpengaruh terhadap Repurchase Intention dengan Customer Satisfaction sebagai Intervening Variable secara kontekstual pada bisnis kacamata atau optik. Untuk mengetahui hal tersebut, penelitian ini mengangkat Optik Alfa Omega yang merupakan toko Optik yang sudah berdiri di bidang optik bertahun-tahun. Data pada penelitian ini dikumpulkan melalui online survey dengan menyebarkan kuesioner kepada 123 responden, dan berhasil mendapatkan 120 responden yang memenuhi kriteria penelitian. Kemudian, peneliti menggunakan pendekatan kuantitatif dengan menggunakan Partial Least Square untuk mengolah data yang terkumpul. Hasil penelitian membuktikan bahwa Service Quality berpengaruh terhadap Customer Satisfaction, Product Quality berpengaruh terhadap Customer Satisfaction, Customer Satisfaction berpengaruh terhadap Repurchase Intention, Service Quality berpengaruh terhadap Repurchase Intention, Product Quality berpengaruh terhadap Repurchase Intention.


Keywords


Service Quality, Product Quality, Repurchase Intention, Customer Satisfaction

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