Analisis Pengaruh Sales & Marketing Promotion, E-Service Quality, dan Brand Image Terhadap Repurchase Intention Melalui E- Satisfaction dan Brand Trust Pada Halodoc

Ardana, Zevano Christna (2023) Analisis Pengaruh Sales & Marketing Promotion, E-Service Quality, dan Brand Image Terhadap Repurchase Intention Melalui E- Satisfaction dan Brand Trust Pada Halodoc. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Telemedicine merupakan pengiriman layanan perawatan kesehatan dengan menggunakan teknologi informasi serta komunikasi bagi penyedia layanan kesehatan. Layanan telemedicine mulai banyak digunakan pada saat pandemic COVID-19 dengan kenaikan sebesar 600% dikarenakan adanya pembatasan untuk beraktifitas diluar rumah. Berdasarkan survei yang telah dilaksanakan oleh Katadata Insight Center, diperoleh bahwa layanan telemedicine dan fasilitas kesehatan yang paling banyak digunakan di Indonesia adalah Halodoc sebesar 46,5%. Layanan dari Halodoc yang paling sering digunakan pada tahun 2023 adalah layanan Toko Kesehatan dengan 71% dari total pengguna setiap minggunya. Untuk itu Halodoc perlu melakukan strategi-strategi untuk mempertahankan konsumen agar dapat melakukan repurchase intention. Pada penelitian ini digunakan variabel Sales & Marketing Promotion, E-Service Quality, dan Brand Image dengan E-Satisfaction dan Brand Trust sebagai variabel intervening. Dari varibel tersebut dilakukan pengujian dengan Stuctural Equation Modelling Partial Least Square. Didapatkan bahwa variabel Sales & Marketing Promotion, E-Service Quality, dan Brand Image berpengaruh terhadap E-Satisfaction dan Brand Trust. E-Service Quality, Brand Image E-Satisfaction, dan Brand Trust berpengaruh terhadap Repurchase Intention. Sedangkan Variabel Sales & Marketing Promotion memerlukan variabel E-Satisfaction sebagai intervening terhadap Repurchase Intention. Indikator yang mempengaruhi repurchase intention pada Halodoc adalah Affinity, Competence, Decision, Reputation, Strenghtness, System Availability, Pesan Promosi, Efficiency, Privacy, dan Usefullness, dan Uniqueness.
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Telemedicine is the delivery of health care services using information and communication technology for health care providers. Telemedicine services began to be widely used during the COVID-19 pandemic with an increase of 600% due to restrictions on activities outside the home. Based on a survey conducted by Katadata Insight Center, it was found that the most widely used telemedicine service and health facility in Indonesia is Halodoc at 46.5%. The most frequently used service from Halodoc in 2023 is the Health Shop service with 71% of total users every week. For this reason, Halodoc needs to carry out strategies to retain consumers so that they can repurchase intention. In this study, the variables of Sales & Marketing Promotion, E-Service Quality, and Brand Image are used with E-Satisfaction and Brand Trust as intervening variables. From these variables, testing was carried out with Structural Equation Modeling Partial Least Square. It was found that the variables of Sales & Marketing Promotion, E-Service Quality, and Brand Image influenced E-Satisfaction and Brand Trust. E-Service Quality, Brand Image E-Satisfaction, and Brand Trust affect Repurchase Intention. While the Sales & Marketing Promotion variable requires the E-Satisfaction variable as intervening on Repurchase Intention. Indicators that influence repurchase intention on Halodoc are Affinity, Competence, Decision, Reputation, Strenghtness, System Availability, Promotional Messages, Efficiency, Privacy, Usefulness, and Uniqueness.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Brand Image, Brand Trust, E-Service Quality, E-Satisfaction, Repurchase Intention
Subjects:	H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Zevano Christna Ardana
Date Deposited:	08 Aug 2023 03:13
Last Modified:	08 Aug 2023 03:13
URI:	http://repository.its.ac.id/id/eprint/103010

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