Peran Kepuasan Pelanggan Sebagai Variabel Mediasi Pada Repurchase Intention
DOI:
https://doi.org/10.26623/slsi.v24i1.13101Abstract
Penelitian ini dilatar belakangi oleh peningkatan potensi industri jasa perawatan kesehatan dan kecantikan di Indonesia khususnya Provinsi Jawa Tengah yang mayoritas berpenduduk muslim. Namun peningkatan tersebut belum diimbangi oleh pengusaha dalam optimalisasi tatakelola jasa kesehatan dan kecantikan berbasis syariah. Tujuan penelitian ini untuk menganalisis peran peran kepuasan pelanggan sebagai variabel mediasi terhadap repurchase intention pada usaha klinik kesehatan dan kecantikan syariah. Variabel dalam penelitian ini meliputi brand image, word of mouth, kualitas pelayanan sebagai variabel bebas, kepuasan pelanggan sebagai variabel mediasi, dan minat beli ulang sebagai variabel terikat. Penelitian ini menggunakan pendekatan kuantitatif dengan teknik purposive sampling terhadap 120 responden. Data dianalisis menggunakan metode Partial Least Square-Structural Equation Modeling (PLS-SEM) dengan bantuan program SmartPLS versi 4.0. Hasil penelitian menunjukkan bahwa brand image tidak berpengaruh signifikan terhadap kepuasan pelanggan. Sebaliknya, word of mouth dan kualitas pelayanan berpengaruh positif signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan, brand image dan kualitas pelayanan juga berpengaruh signifikan terhadap minat beli ulang. Selain itu, kepuasan pelanggan terbukti memediasi pengaruh kualitas pelayanan terhadap minat beli ulang, namun tidak memediasi pengaruh brand image. Temuan penelitian ini menunjukkan bahwa kualitas pelayanan dan komunikasi positif dari pelanggan lain memegang peran penting dalam membentuk kepuasan dan loyalitas konsumen untuk melakukan pembelian ulang. Penelitian selanjutnya disarankan untuk menambahkan variabel eksternal lain guna memperkuat hubungan antar variabel. Implementasi teori dan implikasi manajerial diulas dalam penelitian ini yang diselaraskan dengan temuan penelitian yang telah dilakukan sehingga memberikan alternatif peningkatan kinerja perusahaan ataupun kinerja bisnis.
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