Peran Kepuasan Sebagai Variabel Intervening pada Kualitas Produk terhadap Minat Beli Ulang Konsumen Kedai Jukung Bali
Abstract
The aim of the research is to investigate and analyze the role of satisfaction as an intervening variable in the relationship between product quality and consumer repurchase interest at Kedai Jukung Bali. This research aims to understand the extent to which consumer satisfaction mediates the influence of product quality on repurchase intention, with the hope of providing valuable insight for management and contributing to the understanding of consumer behavior in the industry. This research is a type of quantitative research with a descriptive approach and the sample used was 200 respondents with the criteria of having visited and made purchases in the last year. The method for calculating the sample size uses the Malhotra (2009) formula with purposive sampling technique. The results of this research prove that: 1) Product quality has a positive and significant effect on repurchase interest, 2) Product quality has a positive and significant effect on consumer satisfaction, 3) Consumer satisfaction has a positive and significant effect on repurchase interest, 4) Product quality has a positive effect and significant on repurchase intention with consumer satisfaction as an intervening variable mediated by consumer satisfaction at Kedai Jukung, Jembrana Regency, Bali. In conclusion, Kedai Jukung is expected to maintain the appearance of the product, menu variants and improve the taste of each menu in order to encourage consumers to come and recommend Kedai Jukung to others.
Keywords: Product Quality, Consumer Satisfaction, Repurchase Intention
References
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Kemenkeu.go.id. (2022). Pertumbuhan Ekonomi Indonesia Triwulan III-2022 Tumbuh Impresif 5,72%. Kemenkeu.Go.Id. https://doi.org/diakses pada 27 Januari 2023
Kotler, P., & Keller, K. L. (2019). Marketing Management (Global). Pearson. http://dspace.vnbrims.org:13000/xmlui/handle/123456789/5050
Kotler, P. dan K. L. K. (2016). Marketing Management (15th Editi). New Jersey: Pearson Pretice Hall, Inc. https://ejournal.seaninstitute.or.id/index.php/Ekonomi/article/view/2410
Kotler, Philip, K. &, & Lane, K. (2016). Marketing Management (Edisi 15). Unite State: Pearson Education, Inc. https://ejournal.sidyanusa.org/index.php/injogt/article/view/580
Maulana, A. Z., & Sukresna, I. M. (2022). Pengaruh Kualitas Produk, Kepuasan Pelanggan Dan Word Of Mouth Terhadap Minat Beli Ulang Konsumen (Studi: Pada Pelanggan Produk Roti Que Bread Di Kota Bogor). Diponegoro Journal Of Management, 11(1), 1–15. https://ejournal3.undip.ac.id/index.php/djom/article/view/33820
Mentang, J. J. ., Ogi, I. W. ., & Samadi, R. (2021). Kepuasan Konsumen Pada Rumah Makan Marina Hash In Manado Di Masa Pandemi Covid-19 The Influence Of Product Quality And Service Quality Toward Consumer Satisfaction At Marina Hash In Manado Restaurant The Covid-19 Pandemic Jurnal Emba Vol . 9 No . 4 Oktobe. Jurnal EMBA, 9(4), 680–690. https://ejournal.unsrat.ac.id/index.php/emba/article/view/36503
Rohman, I. Z. (2022). Pengaruh Kepuasan Konsumen, Kualitas Produk, Citra Merek, Dan Word of Mouth Terhadap Minat Beli Ulang. Manajemen Dewantara, 6(1), 53–60. https://doi.org/10.26460/md.v6i1.11846
Tjiptono, F. (2019). Strategi Pemasaran Prinsip & Penerapan (edisi 1). CV. Andi Offset. https://www.emerald.com/insight/content/doi/10.1108/IntR-11-2017-0459/full/html
Triyoko, T. (2022). Pengaruh Kualitas Produk Dan Kualitas Pelayanan Terhadap Kepuasan Konsumen Dan Minat Beli Ulang Di Kedai Yoko. Jurnal Daya Saing, 8(1), 56–61. https://doi.org/10.35446/dayasaing.v8i1.818
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