Peran Kepuasan Pelanggan Dalam Memediasi Kualitas Produk Dan Pengalaman Pelanggan Terhadap Minat Beli Ulang

I.A Oka Martini; Ni Putu Keisya Anatasia Sugiawan Putri

doi:10.31004/riggs.v4i4.3880

Authors

I.A Oka Martini Universitas Pendidikan Nasional
Ni Putu Keisya Anatasia Sugiawan Putri Universitas Pendidikan Nasional

DOI:

https://doi.org/10.31004/riggs.v4i4.3880

Keywords:

Pengalaman Pelanggan, Kepuasan Pelanggan, Kualitas Produk, Niat Pembelian Ulang, Mediasi Kepuasan

Abstract

Penelitian ini mengkaji peran mediasi kepuasan pelanggan dalam hubungan antara kualitas produk, pengalaman pelanggan, dan minat beli ulang pada Gaya Gelato Lab yang berlokasi di Bali. Penelitian ini bertujuan untuk menjelaskan inkonsistensi temuan pada studi terdahulu terkait pengaruh kualitas produk dan pengalaman pelanggan terhadap minat beli ulang, dengan menempatkan kepuasan pelanggan sebagai variabel mediasi. Pendekatan penelitian yang digunakan adalah kuantitatif deskriptif dengan metode studi kasus. Populasi penelitian mencakup seluruh pelanggan Gaya Gelato Lab, dengan jumlah sampel sebanyak 105 responden yang dipilih sebagai representasi populasi. Pengumpulan data dilakukan melalui penyebaran kuesioner yang telah diuji validitas dan reliabilitasnya, yang mengukur variabel kualitas produk, pengalaman pelanggan, kepuasan pelanggan, dan minat beli ulang. Data yang diperoleh kemudian dianalisis menggunakan perangkat lunak SmartPLS untuk menguji model pengukuran dan model struktural secara simultan. Hasil penelitian menunjukkan bahwa kualitas produk berpengaruh signifikan terhadap kepuasan pelanggan, namun tidak berpengaruh langsung terhadap minat beli ulang. Sebaliknya, pengalaman pelanggan terbukti memiliki pengaruh positif dan signifikan terhadap kepuasan pelanggan serta minat beli ulang. Selain itu, kepuasan pelanggan berperan sebagai mediator yang signifikan dalam hubungan antara kualitas produk dan minat beli ulang, serta antara pengalaman pelanggan dan minat beli ulang. Penelitian ini menyimpulkan bahwa meskipun kualitas produk merupakan faktor dasar dalam membentuk kepuasan, keputusan pelanggan untuk melakukan pembelian ulang lebih dipengaruhi oleh tingkat kepuasan dan pengalaman pelanggan secara keseluruhan.

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