PENGARUH SERVICE QUALITY DAN PERCEIVED VALUE TERHADAP POST-PURCHASE INTENTION, DENGAN CUSTOMER SATISFACTION SEBAGAI VARIABEL MEDIASI [THE EFFECT OF SERVICE QUALITY AND PERCEIVED VALUE ON POST-PURCHASE INTENTION, WITH CUSTOMER SATISFACTION AS MEDIATING VARIABLE]
Abstract
This study aims to examine the effect of service quality, perceived value and customer satisfaction on post-purchase intention. In recent years the tendency of Indonesians to purchase online through e-commerce has increased sharply in the tourism industry.The first ranking in TOP Brand maintained by Traveloka but there is a problem with a drastic decline in performance in 2018–2019 due to problems with Traveloka services. In this study using a quantitative approach. The measurement model and structural model in this study were analyzed using SmartPLS 3.0. While the structural model consists of the R-square test, T-statistic, P-value and test the construct relationships within the framework of this study. The results of this study indicate that the service quality variable has a positive effect and is mediated directly or indirectly by customer satisfaction with post-purchase intention. Perceived value variable has a positive influence and either directly or indirectly on post-purchase intention is mediated by customer satisfaction. The customer satisfaction variable has a positive and direct effect on post-purchase intention.
BAHASA INDONESIA ABSTRACT
Studi ini bertujuan untuk memeriksa efek kualitas layanan, nilai yang dirasakan dan kepuasan pelanggan pada niat pasca-pembelian. Dalam beberapa tahun terakhir kecenderungan orang Indonesia untuk membeli secara online melalui e-commerce telah meningkat tajam di industri pariwisata. Peringkat pertama di TOP Brand dipertahankan oleh Traveloka namun ada masalah dengan penurunan performa yang drastis pada 2018–2019 karena masalah dengan layanan Traveloka. Dalam penelitian ini menggunakan pendekatan kuantitatif. Model pengukuran dan model struktural dalam penelitian ini dianalisis menggunakan SmartPLS 3.0. Sementara model struktural terdiri dari tes R-square, T-statistik, P-nilai dan menguji hubungan konstruksi dalam kerangka penelitian ini. Hasil penelitian ini menunjukkan bahwa variabel kualitas layanan memiliki efek positif dan dimediasi secara langsung atau tidak langsung oleh kepuasan pelanggan dengan niat pasca pembelian. Variabel nilai yang dirasakan memiliki pengaruh positif dan baik secara langsung maupun tidak langsung pada niat pasca pembelian dimediasi oleh kepuasan pelanggan. Variabel kepuasan pelanggan memiliki efek positif dan langsung pada niat pasca-pembelian.
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