AYATULLAH, AYI (2023) PENGARUH KUALITAS PELAYANAN DAN EXPERIENTIAL MARKETING TERHADAP NIAT PEMBELIAN ULANG MELALUI KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING (Studi pada PT. JNE Kota Serang). Master thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
E commerce transactions in Indonesia in 2022 reached 476 trillion and in 2018 only 105 trillion, indicating that the e commerce market share continues to increase. Competition between expedition service companies aims to retain consumers. this study examines the effect of service quality and experiential marketing on repurchase intentions through satisfaction as an intervening variable. this research was conducted at PT Jalur Nugraha Ekakurir (JNE) serang city. using quantitative methods using primary data obtained by filling out questionnaires. The population in this study amounted to 2,800 people is an average of every month consumers who send packages. With the number of samples in this study as many as 170 samples. The analytical tool used in this research is the SmartPLS Version 4.0.9.2 program. These results indicate that satisfaction is able to mediate the relationship between service quality and experiential marketing on repurchase intentions. With the position of the mediation variable partial mediation. This study reveals that service quality and experiential marketing have a positive and significant influence on repurchase intentions at PT Jalur Nugraha Ekakurir (JNE) Serang City.
| Item Type: | Thesis (Master) | |||||||||
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| Additional Information: | Transaksi e commerce di Indonesia pada tahun 2022 mencapai 476 triliun dan pada tahun 2018 hanya 105 triliun ini menandakan pangsa pasar e commerce terus meningkat. Persaingan antara perusahaan jasa ekspedisi bertujuan untuk mempertahankan konsumen. penelitian ini mengamati pengaruh kualitas pelayanan dan experiential marketing terhadap niat pembelian ulang melalui kepuasan sebagai variabel intervening. penelitian ini dilakukan di PT Jalur Nugraha Ekakurir (JNE) kota serang. menggunakan metode kuantitatif dengan menggunakan data primer yang diperoleh dengan mengisi kuestioner. Populasi dalam penelitian ini berjumlah 2.800 orang merupakan rata–rata setiap bulan konsumen yang melakukan pengiriman paket. Dengan jumlah sample dalam penelitian inisebanyak 170 sampel. Alat analisis yang di gunakan dalam penelitian ini adalah program SmartPLS Versi 4.0.9.2. Hasil ini menunjukan bahwa kepuasan mampu memediasi hubungan kualitas pelayanan dan experiential marketing terhadap niat pembelian ulang. Dengan kedudukan variabel mediasi partial mediation. Penelitian ini mengungkapkan bahwa kualitas pelayanan dan experiential marketing memiliki pengaruh positif dan signifikan terhadap niat pembelian ulang pada PT Jalur Nugraha Ekakurir (JNE) Kota Serang. | |||||||||
| Uncontrolled Keywords: | Service Quality, Experiential Marketing, Customer Satisfaction and Repurchase Intention. Kualitas Pelayanan, Experiential Marketing, Kepuasan Konsumen dan Niat Pembelian Ulang. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 08-Pascasarjana 08-Pascasarjana > 61101-Magister Manajemen |
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| Depositing User: | Mr ayi ayatullah | |||||||||
| Date Deposited: | 01 Nov 2023 16:04 | |||||||||
| Last Modified: | 02 Nov 2023 14:57 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/30739 |
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