Fitriana, Niken Nur and Saiful Rahman Yuniarto, S.Sos, MAB. (2023) Pengaruh Ulasan Produk dan Penetapan Harga Terhadap Customer Satisfaction dan Dampaknya pada Repurchase Intention (Studi pada Marketplace Shopee Berrybenka). Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini memiliki tujuan untuk (1) mengetahui pengaruh Ulasan Produk (X1) terhadap Customer Satisfaction (Z), (2) mengetahui pengaruh Penetapan Harga (X2) terhadap Customer Satisfaction (Z), (3) mengetahui pengaruh Ulasan Produk (X1) terhadap Repurchase Intention (Y), (4) mengetahui pengaruh Penetapan Harga (X2) terhadap Repurchase Intention (Y), (5) mengetahui pengaruh Customer Satisfaction (Z) terhadap Repurchase Intention (Y), (6) mengetahui pengaruh Ulasan Produk (X1) terhadap Repurchase Intention (Y) melalui Customer Satisfaction (Z), dan (7) mengetahui pengaruh Penetapan Harga (X2) terhadap Repurchase Intention (Y) melalui Customer Satisfaction (Z). Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Populasi yang digunakan dalam penelitian ini adalah pengguna marketplace Shopee yang pernah melakukan pembelian minimal satu kali di Berrybenka yang tidak diketahui jumlahnya. Teknik pengambilan sampel dalam penelitian ini menggunakan rumus machin and campbell dengan jumlah sampel yang digunakan sebanyak 116 orang responden. Metode pengumpulan data menggunakan kuesioner. Teknik analisis yang digunakan adalah analisis deskriptif, uji asumsi klasik, dan analisis jalur atau path anayisis. Hasil penelitian ini menunjukkan bahwa (1) Ulasan Produk dan Penetapan Harga berpengaruh langsung secara positif dan signifikan terhadap Customer Satisfaction, (2) Ulasan Produk tidak berpengaruh langsung secara signifikan terhadap Repurchase Intention sedangkan Penetapan Harga dan Customer Satisfaction berpengaruh langsung secara positif dan signifikan terhadap Repurchase Intention, dan (3) Ulasan Produk dan Penetapan Harga berpengaruh tidak langsung secara positif dan signifikan terhadap Repurchase Intention melalui Customer Satisfaction. Pelaku usaha di marketplace terlebih Shopee diharapkan untuk tetap menjaga kualitas produk yang sesuai dengan apa yang mereka tawarkan agar terhindar dari ulasan produk negatif dan melakukan penetapan harga yang sesuai dengan kualitas produk yang ditawarkan serta menetapkan harga yang bersaing dengan kompetitor lain.
English Abstract
This study aims to (1) determine the effect of Product Reviews (X1) on Customer Satisfaction (Z), (2) determine the effect of Pricing (X2) on Customer Satisfaction (Z), (3) determine the effect of Product Reviews (X1) on Repurchase Intention (Y), (4) knowing the effect of Pricing (X2) on Repurchase Intention (Y), (5) knowing the effect of Customer Satisfaction (Z) on Repurchase Intention (Y), (6) knowing the effect of Product Reviews (X1) on Repurchase Intention (Y) through Customer Satisfaction (Z), and (7) knowing the effect of Pricing (X2) on Repurchase Intention (Y) through Customer Satisfaction (Z). The type of research used is explanatory research with a quantitative approach. The population used in this study are Shopee marketplace users who have made at least one purchase at Berrybenka, an unknown number. The sampling technique in this study used the Machin and Campbell formula with a total sample of 116 respondents. Methods of data collection using a questionnaire. The analysis technique used is descriptive analysis, classical assumption test, and path analysis. The results of this study indicate that (1) Product Reviews and Pricing have a direct positive and significant effect on Customer Satisfaction, (2) Product Reviews do not have a direct and significant effect on Repurchase Intention while Pricing and Customer Satisfaction have a direct positive and significant effect on Repurchase Intention, and (3) Product Reviews and Pricing have a positive and significant indirect effect on Repurchase Intention through Customer Satisfaction. Business actors in the marketplace, especially Shopee, are expected to maintain product quality according to what they offer in order to avoid negative product reviews and set prices according to the quality of the products offered and set prices that are competitive with other competitors.
Other obstract
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| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | 0523030097 |
| Uncontrolled Keywords: | Ulasan Produk, Penetapan Harga, Customer Satisfaction, Repurchase Intention.-Product Reviews, Pricing, Customer Satisfaction, Repurchase Intention. |
| Subjects: | 600 Technology (Applied sciences) > 658 General management |
| Divisions: | Fakultas Ilmu Administrasi > Ilmu Administrasi Bisnis / Niaga |
| Depositing User: | Endang Susworini |
| Date Deposited: | 21 Aug 2023 06:43 |
| Last Modified: | 21 Aug 2023 06:43 |
| URI: | http://repository.ub.ac.id/id/eprint/202574 |
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Text (DALAM MASA EMBARGO)
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