Pengaruh Customer Experience, Product Quality, dan EWOM terhadap Repurchase Intention Mahasiswa Pengguna Shopee Live Surabaya

Izzati, Faza Mahdiyah (2025) Pengaruh Customer Experience, Product Quality, dan EWOM terhadap Repurchase Intention Mahasiswa Pengguna Shopee Live Surabaya. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Penelitian ini menganalisis pengaruh customer experience, product quality, dan electronic word of mouth terhadap repurchase intention, dengan customer satisfaction sebagai variabel mediasi pada pengguna Shopee Live, dengan fokus pada mahasiswa di Kota Surabaya. Metode yang digunakan adalah pendekatan kuantitatif dengan penyebaran kuesioner kepada responden yang memenuhi kriteria, lalu dianalisis menggunakan teknik Partial Least Square (PLS). Hasil penelitian menunjukkan bahwa customer experience berpengaruh positif dan signifikan terhadap customer satisfaction dan repurchase intention. Product quality juga berpengaruh positif dan signifikan terhadap customer satisfaction dan repurchase intention. Sebaliknya, electronic word of mouth tidak berpengaruh signifikan terhadap customer satisfaction maupun repurchase intention. Selain itu, customer satisfaction berpengaruh positif dan signifikan terhadap repurchase intention. Customer satisfaction terbukti memediasi pengaruh customer experience dan product quality terhadap repurchase intention, namun tidak memediasi pengaruh electronic word of mouth terhadap repurchase intention.
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This study analyzes the influence of customer experience, product quality, and electronic word of mouth on repurchase intention, with customer satisfaction as a mediating variable among Shopee Live users, focusing on university students in Surabaya. The method used is a quantitative approach by distributing questionnaires to respondents who meet the criteria, and the data were analyzed using Partial Least Squares (PLS) techniques. The results show that customer experience has a positive and significant effect on both customer satisfaction and repurchase intention. Product quality also has a positive and significant effect on customer satisfaction and repurchase intention. Conversely, electronic word of mouth does not have a significant effect on either customer satisfaction or repurchase intention. In addition, customer satisfaction has a positive and significant effect on repurchase intention. Customer satisfaction is proven to mediate the influence of customer experience and product quality on repurchase intention, but does not mediate the influence of electronic word of mouth on repurchase intention.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Customer Experience, Customer Satisfaction, Electronic Word of Mouth, Product Quality, Repurchase Intention, Shopee Live ======================================================================================== Customer Experience, Customer Satisfaction, Electronic Word of Mouth, Product Quality, Repurchase Intention, Shopee Live
Subjects:	T Technology > T Technology (General) T Technology > T Technology (General) > T58.62 Decision support systems
Divisions:	Faculty of Creative Design and Digital Business (CREABIZ) > Business Management > 61205-(S1) Undergraduate Thesis
Depositing User:	Faza Mahdiyah Izzati
Date Deposited:	31 Jul 2025 04:26
Last Modified:	31 Jul 2025 04:26
URI:	http://repository.its.ac.id/id/eprint/124842

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