PENGARUH KUALITAS LAYANAN, E - WOM, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORATIVE CO - Noni Rahma Kartika; Tengku Syarifah (Smart Education, 2026)
Abstract: This study aims to determine the simultaneous and partial effects of Kualitas layanan, E-WOM, and Customer Experience on consumer satisfaction. The sample consisted of 96 respondents. The data analysis technique used multiple linear regression. The regression results produced the equation: Y = 1,901 + 0,315X1 + 0,561X2 + 0,407X3. The F-test result shows an Fcount (33.997) > Ftable (2.70), indicating that kualitas layanan, E-WOM, and customer experience simultaneously have a significant effect on consumer satisfaction. The t-test results show that, partially, kualitas layanan has a positive effect on consumer satisfaction because tcount (2.145) > ttable (1.986), E-WOM has a positive effect on consumer satisfaction because tcount (6.240) > ttable (1.986), and customer experience also has a positive effect on consumer satisfaction because tcount (3.386) > ttable (1.986). The R² test result shows an Adjusted R Square value of 0.515, meaning that the independent variables consisting of kualitas layanan, E-WOM, and customer experience are able to explain consumer satisfaction by 51,5%, while the remaining 48,5% is explained by other variables not included in this study. Keywords: kualitas layanan, E-WOM, customer experience, consumer satisfaction Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial kualitas layanan, E-WOM dan customer experience terhadap keputusan pembelian konsumen. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 1,901 + 0,315X1 + 0,561X2 + 0,407X3. Uji-F menghasilkan nilai Fhitung (33,997) > Ftabel (2,70), artinya kualitas layanan, E-WOM dan customer experience berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial kualitas layanan berpengaruh positif terhadap keputusan pembelian karena thitung (2,145) > ttabel (1,986), E-WOM berpengaruh positif terhadap keputusan pembelian karena thitung (6,240) > ttabel (1,986), customer experience berpengaruh positif terhadap keputusan pembelian karena thitung (3,386) > ttabell (1,986). Hasil uji-R2, nilai Adjusted R Square yaitu 0,515, artinya variabel bebas yang terdiri dari kualitas layanan, E-WOM, dan customer experience mampu menjelaskan keputusan pembelian sebesar 51,5%, sedangkan sisanya 48,5% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini. Kata Kunci: kualitas layanan, E-WOM, customer experience, keputusan pembelian