Sepasthika, Labda (2025) Pengaruh Kualitas Produk, Kualitas Pelayanan, Dan Promosi Online Terhadap Repurchase Intention Dengan Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Pada Donat Bahagia Cabang Surabaya). Masters thesis, Institut Teknologi Sepuluh Nopember.
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Abstract
Industri makanan dan minuman, kuliner atau Food And Beverages (F&B) merupakan salah satu sektor penting penunjang bagi pendapatan daerah maupun negara. Perkembangan industri F&B dari kurun waktu tahun 2021-2023 mengalami peningkatan setiap tahunnya. Salah satu jenis usaha kuliner yang digemari oleh konsumen dari berbagai kalangan usia adalah kue donat. Donat merupakan salah satu makanan yang digemari masyarakat Indonesia. Saat ini banyak bermunculan merek donat lokal salah satunya Donat Bahagia.
Donat bahagia berasal dari Kota Bandung yang memiliki cabang di berbagai kota. Dari hasil competitive profile matrix ditemukan bahwa cabang Donat Bahagia Kota Surabaya memiliki penjualan paling sedikit dibandingkan cabang lainnya. Dengan fenomena yang ada, peneliti ingin mengetahui dan merekomendasikan strategi yang tepat guna meningkatkan performa donat bahagia cabang Kota Surabaya berdasarkan kualitas produk, kualitas pelayanan, pemasaran online terhadap keputusan pembelian kembali dengan kepuasan pelanggan sebagai variable mediasi.
Metode yang digunakan dalam penelitian ini adalah metode SEM PLS. Dengan teknik penentuan sample menggunakan purposive sampling jumlah responden sebanyak 100 orang. Hasil penelitian menunjukkan terdapat pengaruh Kualitas Produk (X1) terhadap Repurchase Intention (Y) Melalui Kepuasan Pelanggan (M) menghasilkan nilai T statistics >1.96 sebesar 2.261 dengan nilai p-value < 0,05 sebesar 0.024. Terdapat pengaruh Kualitas Pelayanan (X2) terhadap Repurchase Intention (Y) Melalui Kepuasan Pelanggan (M) menghasilkan nilai T statistics >1.96 sebesar 2.033 dengan nilai p-value < 0,05 sebesar 0.043. Dan tidak terdapat pengaruh antara Promosi Online (X3) terhadap Repurchase Intention (Y) Melalui Kepuasan Pelanggan (M) menghasilkan nilai T statistics >1.96 sebesar 1.386 dengan nilai p-value < 0,05 sebesar 0.166.
Pada variabel kualitas produk Donat Bahagia perlu melakukan observasi produk kompetitior lainnya untuk mengetahui bagaimana tekstur, rasa, varian, dan kualitas produk dari kompetitor sehingga dapat memenuhi kepuasan pelanggan dan melakukan repurchase intention serta menjadi pilihan utama pelanggan dalam membeli donat. Pada variabel kualitas pelayanan Donat Bahagia sudah sangat baik. Kualitas pelayanan harus dipertahankan dan jangan sampai menurun dikarenakan variabel tersebut terbukti secara signifikan berpengaruh terhadap kepuasan pelanggan dan repurchase intention. Pada variabel promosi online, tidak terdapat pengaruh yang signifikan terhadap kepuasan pelanggan dan repurchase intention. Hal ini dikarenakan kurangnya informasi tentang promosi online yang tersedia.
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The food and beverage industry, culinary or Food And Beverages (F&B) is one of the important sectors supporting regional and state revenues. The development of the F&B industry from the period 2021-2023 has increased every year. One type of culinary business that is favored by consumers of various ages is donut cakes. Donuts are one of the favorite foods of the Indonesian people. Currently, many local donut brands have sprung up, one of which is Donat Bahagia.
Donat Bahagia originated from Bandung which has branches in various cities. From the results of the competitive profile matrix, it was found that the Surabaya City Donat Bahagia branch had the least sales compared to other branches. With this phenomenon, researchers want to know and recommend the right strategy to improve the performance of the Surabaya City branch of Donat Bahagia based on product quality, service quality, online marketing on repurchase decisions with customer satisfaction as a mediating variable.
The method used in this research is the SEM PLS method. With the sample determination technique using purposive sampling, the number of respondents was 100 people. The results showed that there was an effect of Product Quality (X1) on Repurchase Intention (Y) through Customer Satisfaction (M) resulting in a T statistics value> 1.96 of 2.261 with a p-value <0.05 of 0.024. There is an effect of Service Quality (X2) on Repurchase Intention (Y) through Customer Satisfaction (M) resulting in a T statistics value> 1.96 of 2.033 with a p-value <0.05 of 0.043. And there is no influence between Online Promotion (X3) on Repurchase Intention (Y) through Customer Satisfaction (M) resulting in a T statistics value> 1.96 of 1.386 with a p-value <0.05 of 0.166.
In the product quality variable, Donat Bahagia needs to observe other competitior products to find out how the texture, taste, variants, and product quality of competitors so that they can meet customer satisfaction and repurchase intention and become the customer's first choice in buying donuts. In the service quality variable, Donat Bahagia is very good. Service quality must be maintained and not decreased because this variable is proven to significantly affect customer satisfaction and repurchase intention. In the online promotion variable, there is no significant effect on customer satisfaction and repurchase intention. This is due to the lack of information about available online promotions.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | Kualitas Produk, Kualitas Layanan, Promosi Online, Kepuasan Pelangganan, Repurchase Intention. Product Quality, Service Quality, Online Promotion, Customer Satisfaction, Repurchase Intention. |
| Subjects: | H Social Sciences > HB Economic Theory > HB801 Consumer behavior. |
| Divisions: | Interdisciplinary School of Management and Technology (SIMT) > 61101-Master of Technology Management (MMT) |
| Depositing User: | Labda Sepasthika |
| Date Deposited: | 02 Feb 2025 07:20 |
| Last Modified: | 02 Feb 2025 07:20 |
| URI: | http://repository.its.ac.id/id/eprint/117778 |
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