Pengaruh Service Quality, Perceived Value, Customer Satisfaction Terhadap Repurchase Intention Pelanggan di Resto Buro Bar Surabaya

Briandy Hong

Abstract


Purpose:

        Penelitian ini bertujuan untuk menjelaskan pengaruh service quality terhadap perceived value, pengaruh perceived value terhadap customer satisfaction dan pengaruh customer satisfaction terhadap repurchase intention.

Design/methodologi approach:

        Desain penelitian adalah kausal, dengan satu variabel bebas, yaitu: service quality (X), sedangkan variabel terikat meliputi tiga variabel, yaitu: perceived value (Y1), customer satisfaction (Y2), dan repurchase intention (Y3). Pengukuran variabel penelitian menggunakan lima skala likert, dengan sampel sebanyak 115 responden dengan menggunakan Teknik analisis data structural equation model dengan program partial least square

Findings:

Penilaian responden terhadap service quality di Resto Buro Bar dengan nilai rata-rata terendah sebesar 3,374 (dimensi responsiveness) dan nilai rata-rata tertinggi sebesar 3,612 (dimensi emphaty). Service quality di Resto Buro Bar berpengaruh signifikan terhadap perceived value.

Perceived value, dengan nilai rata-rata sebesar 3,322 untuk harga yang sesuai dan nilai rata-rata sebesar 3,504 untuk lokasi yang strategis. Perceived value pelanggan di Resto Buro Bar berpengaruh signfikan terhadap customer satisfaction.

Kepuasan pelanggan di Resto Buro Bar bisa dinyatakan cukup karena tanggapan responden terhadap kepuasan dengan nilai rata-rata sebesar 3,075. Customer satisfaction di Resto Buro Bar berpengaruh signifikan terhadap repurchase intention. Customer satisfaction mampu mempengaruhi repurchase intention dengan pengaruh sebesar 28,1%.

Practical Implication:

        Terdapat pengaruh secara struktural antara service quality, perceived value, customer satisfaction, dan repurchase intention. Perceived value dipengaruhi oleh service quality, dan perceived value mempengaruhi customer satisfaction. Customer satisfaction memiliki pengaruh terhadap repurchase intention. Untuk mampu meningkatkan intensi membeli ulang, bisa dilakukan dengan meningkatkan service quality.

Originality/value :

                Penelitian ini menjadi masukan bagi strategi bersaing dengan fokus pada perilaku pelanggan

Keywords


Service quality, Perceived Value, Customer satisfaction, Repurchase intention, Consumer behaviour , Resto Buro Bar

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References


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