PENGARUH DISKON, KUALITAS PRODUK, DAN CITRA MEREK TERHADAP MINAT PEMBELIAN ULANG  DENGAN KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA MATAHARI DEPARTMENT STORE YOGYAKARTA

Okta Adhe Sukma Mirandi; Hasnah Rimiyati

doi:10.47134/jbhi.v1i2.106

Authors

Okta Adhe Sukma Mirandi Universitas Muhammadiyah Yogyakarta
Hasnah Rimiyati Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.47134/jbhi.v1i2.106

Keywords:

Pengaruh Diskon, Kualitas Produk, Citra Merk, Minat Pembelian Ulang, Kepuasan Pelanggan

Abstract

Bisnis fashion merupakan bisnis yang memiliki banyak peminat, target pasar yang luas, dan produk yang beragam. Hal tersebut membuat perusahaan yang bergerak di bisnis fashion perlu membuat strategi agar konsumen memiliki minat dan memutuskan untuk melakukan pembelian ulang produknya. Salah satu strategi untuk menarik minat pembelian ulang konsumen yang lazim digunakan adalah menerapkan potongan harga atau diskon, menjaga kualitas produk, dan citra merek. Oleh karena itu penelitian ini dilakukan dengan tujuan menganalisis pengaruh diskon, kualitas produk, dan citra merek terhadap minat pebelian ulang dengan kepuasan pelanggan terhadap suatu produk. Subjek dalam penelitian ini adalah konsumen Matahari Department Store Yogyakarta. Sampel yang digunakan dalam penelitian ini berjumlah 198 sampel. Pengambilan sampel dilakukan dengan teknik pemilihan sampel purposive sampling dimana kriteria spesifik responden telah ditetapkan oleh peneliti. Pengumpulan data sampel dilakukan dengan menyebarkan kuisioner kepada konsumen Matahari Department Store Yogyakarta melalui Google Form. Kemudian, pengolahan data dilakukan dengan metode pemodelan Structural Equation Modelling (SEM) menggunakan program aplikasi Smart Partial Equation Model (PLS). Berdasarkan hasil analisis penelitian dapat disimpulkan bahwa diskon harga, kualitas produk, dan citra merek berpengaruh positif dan signifikan terhadap minat pembelian ulang produk dan kepuasan pelanggan Matahari Department Store Yogyakarta. Kemudian, kepuasan pelanggan pun berpengaruh positif dan signifikan terhadap minat pembelian ulang pelanggan pada Matahari Department Store Yogyakarta. Hasil analisis juga menunjukan kepuasan pelanggan mampu memediasi pengaruh diskon harga, kualitas produk, dan citra merek terhadap minat pembelian ulang pada Matahari Department Store Yogyakarta.

The fashion business is a business that has many enthusiasts, a wide target market, and a variety of products. This makes companies engaged in the fashion business need to create strategies so that consumers have interest and decide to repurchase their products. One of the strategies to attract consumer repurchase interest that is commonly used is to apply discounts, maintain product quality, and brand image. Therefore, this study was conducted with the aim of analyzing the effect of discounts, product quality, and brand image on repurchase interest with customer satisfaction with a product. The subjects in this study were consumers of Matahari Department Store Yogyakarta. The sample used in this study amounted to 198 samples. Sampling was carried out using purposive sampling technique where the specific criteria for respondents were determined by the researcher. Sample data collection was carried out by distributing questionnaires to consumers of Matahari Department Store Yogyakarta via Google Form. Then, data processing was carried out using the Structural Equation Modeling (SEM) modeling method using the Smart Partial Equation Model (PLS) application program. Based on the results of the research analysis, it can be concluded that price discounts, product quality, and brand image have a positive and significant effect on product repurchase intention and customer satisfaction at Matahari Department Store Yogyakarta. Then, customer satisfaction also has a positive and significant effect on customer repurchase intention at Matahari Department Store Yogyakarta. The results of the analysis also show that customer satisfaction is able to mediate the effect of price discounts, product quality, and brand image on repurchase intention at Matahari Department Store Yogyakarta.

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