Pengaruh Customer Experience dan Rating Pengguna Aplikasi GrabFood Terhadap Repurchase Intention (Studi Kasus: Mie Gacoan di Kecamatan Pondok Gede, Kota Bekasi)

Tri Wahyuningsih (Mahasiwa Politeknik Negeri Jakarta)
Kadunci
Riza Hadikusuma

Proceeding Seminar Nasional Riset Terapan Administrasi Bisnis dan Mice (SNRT)
Vol. 12 No. 01 (2023): SNRT XII TAHUN 2023

ABSTRACT This research aims to analyze the partial and simultaneous influence of customer experience and online customer rating of GrabFood application users on repurchase intention of Mie Gacoan products in Pondok Gede District, Bekasi City. It is hoped that this research can be a consideration for Mie Gacoan in paying attention to customer experience and online customer ratings, so that repurchase intention activities for Mie Gacoan products through GrabFood can increase. This research is an associative research with a quantitative approach. The total population was 227,2328 people with sampling using a non-probability sampling technique, purposive sampling type. The sample size was 100 respondents spread across Pondok Gede District, Bekasi City. The data analysis method used was multiple linear regression, coefficient of determination test (R2), T test and F test. Data processing used SPSS 25 for Windows software. The regression equation model in this study is Y = -9, 585 + 0.644X1 + 0.363X2 + e. Based on partial correlation results, the customer experience variable has an influence on repurchase intention of 58.52% and the online customer rating variable has an influence on repurchase intention of 49.28%. The results of hypothesis testing in this research show that there is a significant positive influence between the customer experience variable and the online customer rating of GrabFood application users on repurchase intention for Mie Gacoan products, both partially and simultaneously. Keywords: Customer Experience, Online Customer Rating, GrabFood Application, Repurchase Intention. ABSTRAK Penelitian ini bertujuan untuk menganalisis pengaruh secara parsial dan simultan antara customer experience dan online customer rating pengguna aplikasi GrabFood terhadap repurchase intention produk Mie Gacoan di Kecamatan Pondok Gede, Kota Bekasi. Penelitian ini diharapkan dapat menjadi bahan pertimbangan bagi Mie Gacoan dalam memperhatikan customer experience dan online customer rating, sehingga kegiatan repurchase intention produk Mie Gacoan melalui GrabFood dapat meningkat. Penelitian ini merupakan penelitian asosiatif pendekatan kuantitatif. Total populasi sebanyak 227.2328 jiwa dengan pengambilan sampel menggunakan teknik non probability sampling jenis purposive sampling. Jumlah sampel 100 responden yang tersebar di Kecamatan Pondok Gede, Kota Bekasi. Metode analisis data yang digunakan regresi linear berganda, uji koefisien determinasi (R2 ), uji T dan uji F. Pengolahan data menggunakan software SPSS 25 for windows. Model persamaan regresi dalam penelitian ini adalah Y = -9, 585 + 0,644X1 + 0,363X2 + e. Berdasarkan hasil korelasi secara parsial variabel customer experience memberikan pengaruh terhadap repurchase intention sebesar 58,52% dan variabel online customer rating memberikan pengaruh terhadap repurchase intention sebesar 49,28%. Hasil uji hipotesis pada penelitian ini menunjukkan bahwa terdapat pengaruh yang positif signifikan antara variabel customer experience dan online customer rating pengguna aplikasi GrabFood terhadap repurchase intention produk Mie Gacoan baik secara parsial dan simultan. Kata kunci: Customer Experience, Online Customer Rating, Aplikasi GrabFood, Repurchase Intention.