ATHALLAH, HISAN ARIQ (2025) PERAN CUSTOMER SATISFACTION & BRAND TRUST SEBAGAI VARIABEL INTERVENING DALAM MEMEDIASI HUBUNGAN CUSTOMER EXPERIENCE DAN REPURCHASE ITENTION (Kasus Pembelian Melalui Platform Online Paket Data XL). S1 thesis, UNIVERSITAS SULTAN AGENG TIRTAYASA.
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Abstract
This study aims to determine the role of customer satisfaction and brand trust in mediating the relationship between customer experience and repurchase intention among XL data package users in the city of Serang. The research method used is quantitative with a descriptive approach. Data were collected through questionnaires and literature review. The population of this study consists of residents of Serang aged 15–55 years, with a sample of 128 respondents selected using purposive sampling. The data analysis method used is Structural Equation Modeling (SEM) with the help of SmartPLS version 4.1.1.2. The results of this study indicate that: (1) Customer experience has no significant effect on repurchase intention. (2) Customer experience has a positive and significant effect on customer satisfaction. (3) Customer experience has a positive and significant effect on brand trust. (4) Customer satisfaction has a positive and significant effect on repurchase intention. (5) Brand trust has no significant effect on repurchase intention. (6) Customer satisfaction is able to indirectly mediate the effect of customer experience on repurchase intention. (7) Brand trust is not able to mediate the effect of customer experience on repurchase intention.
| Item Type: | Thesis (S1) | |||||||||
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| Additional Information: | Penelitian ini bertujuan untuk mengetahui peran customer satisfaction dan brand trust dalam memediasi hubungan antara customer experience dan repurchase itention pada pelanggan paket data XL di kota Serang. Metode penelitian yang digunakan adalah kuantitatif dengan pendekatan deskriptif. Penelitian ini melakukan pengumpulan data berdasarkan kuesioner dan studi kepustakaan. Populasi dalam penelitian ini adalah warga kota serang berusia 15-55 tahun dan sampel sebanyak 128 responden dengan metode purposive sampling. Metode analisis data yang digunakan adalah Structural Equation Modelling (SEM) dengan menggunakan software analisis SmartPLS 4.1.1.2. Hasil penelitian ini menunjukkan bahwa: (1) Customer experience tidak berpengaruh signifikan terhadap repurchase itention. (2 Customer experience berpengaruh positif dan signifikan terhadap customer satisfaction. (3) Customer experience berpengaruh positif dan signifikan terhadap brand trust. (4) Customer satisfaction berpengaruh positif dan signifikan terhadap repurchase itention. (5) Brand trust tidak berpengaruh signifikan terhadap repurchase itention. (6) Customer satisfaction mampu memediasi secara tidak langsung customer experience terhadap repurchase itention. (7) Brand trust tidak dapat memediasi pengaruh customer experience terhadap repurchase itention. | |||||||||
| Uncontrolled Keywords: | Customer Experience, Customer Satisfaction, Brand Trust, dan Repurchase Itention. Customer Experience, Customer Satisfaction, Brand Trust, dan Repurchase Itention. | |||||||||
| Subjects: | H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management | |||||||||
| Divisions: | 05-Fakultas Ekonomi dan Bisnis 05-Fakultas Ekonomi dan Bisnis > 61201-Program Sarjana Manajemen |
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| Depositing User: | Hisan Ariq Athallah Ariq | |||||||||
| Date Deposited: | 28 Aug 2025 04:31 | |||||||||
| Last Modified: | 28 Aug 2025 04:31 | |||||||||
| URI: | http://eprints.untirta.ac.id/id/eprint/52964 |
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