PENGARUH CUSTOMER EXPERIENCE DAN RELATIONSHIP QUALITY PADA REPURCHASE INTENTION PRODUK SKINCARE GARNIER MELALUI SERVICE QUALITY

Sunaryo Sunaryo (Universitas Harapan Medan, Medan)
Indra Syafii (Universitas Harapan Medan)
Maurin Dewi Prameswari (Universitas Harapan Medan, Medan)

IDEI: Jurnal Ekonomi & Bisnis
Vol 3, No 1 (2022): JUNE 2022

This study aims to determine the effect of customer experience on repurchase intention through service quality and to determine the effect of relationship quality on repurchase intention through service quality. The sample of this study were users of Garnier skincare products in Medan Johor District, amounting to 150 res­pon­dents. The analysis technique used is path analysis. The results showed that cus­tom­er experience had a positive and significant effect on repurchase intention mediated by service quality. Relationship quality has a positive and significant effect on re­pur­chase intention mediated by service quality.Penelitian ini bertujuan untuk mengetahui pengaruh customer experience pada re­purchase intention melalui service quality dan untuk mengetahui pengaruh rela­tion­ship quality pada repurchase intention melalui service quality. Sampel dalam pe­ne­litian ini adalah pengguna produk skincare Garnier di Kecamatan Medan Johor yang berjumlah 150 responden. Teknik analisis yang digunakan adalah analisis jalur. Hasil penelitian menunjuk­kan bahwa customer experience berpengaruh positif dan sig­nifikan pada repurchase intention yang dimediasi oleh service quality. Re­la­tion­ship quality berpengaruh postitif dan signifikan pada repurchase intention yang di­me­diasi oleh service quality.