Determinan Pembelian Ulang Almaz Fried Chicken dalam Perspektif Islam

Yulia Apriyanti; Ahmad Zuliansyah; Agus Kurniawan

doi:10.31004/riggs.v5i2.11932

Authors

Yulia Apriyanti UIN Raden Intan Lampung
Ahmad Zuliansyah UIN Raden Intan Lampung
Agus Kurniawan UIN Raden Intan Lampung

DOI:

https://doi.org/10.31004/riggs.v5i2.11932

Keywords:

Social Media Marketing, Store Atmosphere, Kualitas Produk, Kepuasan Pelanggan, Pembelian Ulang, Pemasaran Islam

Abstract

Penelitian ini bertujuan menganalisis pengaruh social media marketing, store atmosphere, dan kualitas produk terhadap pembelian ulang melalui kepuasan pelanggan sebagai variabel mediasi dalam perspektif Islam pada konsumen Almaz Fried Chicken Bandar Lampung. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei terhadap 150 responden yang pernah melakukan pembelian minimal dua kali. Analisis data dilakukan menggunakan Partial Least Squares Structural Equation Modeling. Hasil penelitian menunjukkan bahwa seluruh konstruk memenuhi validitas dan reliabilitas, dengan nilai outer loading lebih dari 0,70, AVE lebih dari 0,50, Cronbach's Alpha lebih dari 0,70, dan Composite Reliability lebih dari 0,70. Nilai R Square kepuasan pelanggan sebesar 0,672 dan pembelian ulang sebesar 0,714. Pengujian hipotesis menunjukkan bahwa social media marketing, store atmosphere, dan kualitas produk berpengaruh positif dan signifikan terhadap kepuasan pelanggan dan pembelian ulang. Kepuasan pelanggan juga berpengaruh positif signifikan terhadap pembelian ulang serta memediasi secara parsial pengaruh social media marketing, store atmosphere, dan kualitas produk terhadap pembelian ulang. Dalam perspektif Islam, hasil ini menegaskan pentingnya promosi yang jujur, atmosfer gerai yang bersih dan nyaman, kualitas produk yang halal-thayyib, serta pelayanan yang amanah untuk memperkuat kepuasan dan pembelian ulang konsumen.

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