Pengaruh Relationship Marketing Dan Customer Perceived Value Terhadap Repurchase Intention Dimediasi Oleh Customer Loyalty

Marpaung, Putri Nauli
Arif, Moh. Erfan

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 3 No. 2 (2024)

The objective of this study is to identify and explain the effect of relationship marketing and perceived value on repurchase intention, the effect of relationship marketing and perceived value on customer loyalty, the effect of customer loyalty on repurchase intention, and the mediation role of customer loyalty. Using purposive sampling technique, 190 people with the minimum age of sixteen years who had bought the products of Emina more than once were selected as the respondents. The data of this explanatory research was acquired from Likert-scaled questionnaires and processed using path analysis in SPSS ver. 25. This study finds that relationship marketing does not significantly affect repurchase intention, perceived value significantly affects repurchase intention, relationship marketing significantly affects customer loyalty, perceived value significantly affects customer loyalty, customer loyalty significantly affects repurchase intention, customer loyalty mediates the effect of relationship marketing on repurchase intention, and that customer loyalty mediates the effect of perceived value on repurchase intention.   Abstrak Penelitian ini bertujuan untuk mengetahui dan menjelaskan pengaruh relationship marketing dan perceived value terhadap repurchase intention, pengaruh relationship marketing dan perceived value terhadap customer loyalty, pengaruh customer loyalty terhadap repurchase intention, dan peran mediasi dari customer loyalty. Penelitian ini merupakan penelitian explanatory research dengan menggunakan kuesioner bersekala likert sebagai alat pengumpulan data. Pengumpulan sampel menggunakan teknik purposive sampling dengan karakteristik responden wanita berusia > 16 tahun dan telah membeli produk Emina lebih dari satu kali. Jumlah sampel yang digunakan dalam penelitian ini adalah sebanyak 190 responden. Data yang didapat kemudian diolah menggunakan software SPSS ver.25 menggunakan analisis jalur. Hasil penelitian ini menunjukan bahwa tidak terdapat pengaruh yang signifikan relationship marketing terhadap repurchase intention, terdapat pengaruh signifikan perceived value terhadap repurchase intention, Terdapat pengaruh signifikan relationship marketing terhadap customer loyalty, Terdapat pengaruh signifikan perceived value terhadap customer loyalty, Terdapat pengaruh signifikan customer loyalty terhadap repurchase intention, Customer loyalty dapat memediasi hubungan relationship marketing dan repurchase intention, dan Customer loyalty dapat memediasi hubungan perceived value dan repurchase intention.