PENGARUH EXPERIENTIAL MARKETING DAN KUALITAS PELAYANAN TERHADAP MINAT MEMBELI ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi Kasus pada PT. Meratus Line Jakarta) - Rizky Ayu Octaviana; Hartanti Nugrahaningsih (MEDIA MANAJEMEN JASA, 2019)
ABSTRAKPenelitian ini membahas mengenai dampak dari experiential marketing dan kualitas pelayanan yang dirasakan oleh pelanggan PT. Meratus Line Jakarta serta pengaruhnya terhadap minat pelanggan untuk membeli ulang yang dimediasi oleh kepuasan pelanggan. Penelitian ini dilakukan di PT. Meratus Line Jakarta. Metode pengambilan sampel menggunakan simple random sampling dengan jumlah responden sebanyak 90 perusahaan. Metode analisis data menggunakan Structural Equating Modeling-Partial Least Square (SEM-PLS) dengan menggunakan software PLS versi 3. Tahapan perhitungan PLS menggunakan 2 model, yaitu Pengukuran Model (Outer Model) dan Pengujian Model Struktural (Inner Model). Hasil penilitian ini, yaitu experiential marketing tidak berpengaruh secara positif dan signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, experiential marketing tidak berpengaruh secara positif dan signifikan terhadap minat membeli ulang, kualitas pelayanan berpengaruh positif dan signifikan terhadap minat membeli ulang, dan kepuasan pelanggan tidak berpengaruh secara positif dan signifikan terhadap minat membeli ulang. Selain itu kepuasan pelanggan berpengaruh positif tetapi tidak signifikan memediasi experiential marketing terhadap minat membeli ulang, serta kepuasan pelanggan tidak berpengaruh positif dan signifikan memediasi kualitas pelayanan terhadap minat membeli ulang.Kata Kunci : Minat Membeli Ulang, Kepuasan Pelanggan, Experiential Marketing, Kualitas Pelayanan ABSTRACTThis study discusses the impact of experiential marketing and service quality perceived by customers of PT. Meratus Line and its impact on customer interest to buy back mediated by customer satisfaction. This research was conducted at PT. Meratus Line Jakarta. Sampling method using simple random sampling with the number of respondents as many as 90 companies. Data analysis method using Structural Equating Modeling-Partial Least Square (SEM-PLS) using PLS software version 3. PLS calculation step using 2 models, namely Model Measurement (Outer Model) and Testing of Structural Model (Inner Model).The result of this research is experiential marketing does not have a positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer satisfaction, experiential marketing does not have a positive and significant effect on interest in repurchasing, service quality has a positive and significant effect on interest in repurchasing and customer satisfaction does not have a positive and significant effect on interest in repurchasing. In addition, customer satisfaction has a positive effect but does not significantly mediate experiential marketing on the interest in repurchasing, and customer satisfaction does not have a positive and significant effect on mediating the quality of service to the interest in repurchasing.Keywords : Repurchase Intention, Customer Satisfaction, Experiential Marketing, Service Quality