Analisis Pengaruh Kualitas Produk dan E-Service Quality terhadap Niat Pembelian Ulang
Abstract
Penelitian ini dilatarbelakangi oleh rendahnya jumlah pengunjung Couvee Coffee Shop di Yogyakarta meskipun situasi sudah memasuki fase new normal setelah pandemi Covid-19. Kondisi ini menuntut pemilik bisnis untuk melakukan berbagai penyesuaian guna meningkatkan kembali minat pelanggan. Penelitian ini bertujuan untuk mengetahui pengaruh kualitas produk dan e-service quality terhadap niat pembelian ulang pelanggan. Metode yang digunakan dalam penelitian ini adalah Partial Least Square (PLS) dengan data primer yang dikumpulkan melalui kuesioner dari 100 responden yang merupakan pelanggan Couvee Coffee Shop. Hasil analisis menunjukkan bahwa kualitas produk dan e-service quality berpengaruh positif dan signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan juga terbukti memiliki pengaruh positif dan signifikan terhadap niat pembelian ulang. Selain itu, penelitian ini menemukan bahwa kualitas produk dan e-service quality secara tidak langsung mempengaruhi niat pembelian ulang melalui kepuasan pelanggan sebagai variabel mediasi. Hasil dari penelitian ini adalah untuk meningkatkan niat pembelian ulang, Couvee Coffee Shop perlu fokus pada peningkatan kualitas produk dan e-service quality yang dapat meningkatkan kepuasan pelanggan. Strategi ini diharapkan dapat membantu meningkatkan loyalitas pelanggan dan daya saing bisnis di tengah kondisi pasar yang semakin kompetitif.
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DOI: https://doi.org/10.31315/jurnaladmbisnis.v21i1.12709
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Jurnal Administrasi Bisnis (JABis) is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License. (CC - BY - SA 4.0).