The Influence of E-Service Quality, Product Quality Perception, Experiential Marketing on Repurchase Intent Through Customer Satisfaction

Hasnah Rimiyati; Raihan Daffa

doi:10.47134/jbhi.v2i4.871

Authors

Hasnah Rimiyati Universitas Muhammadiyah Yogyakarta
Raihan Aiman Daffa Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.47134/jbhi.v2i4.871

Keywords:

e-service Quality, Product Quality Perception, Experiential Marketing, Repurchase Intent, Satisfaction

Abstract

This study aims to analyze the influence of e-service quality, product quality perception, and experiential marketing on repurchase intentions through customer satisfaction among consumers of coffee in the Special Region of Yogyakarta. The subject of the study is a consumer domiciled in the Special Region of Yogyakarta, the sample was used by 168 respondents with non-probability sampling techniques and purposive sampling methods. Data collection was carried out through the distribution of questionnaires using google forms. Data analysis and hypothesis testing using AMOS Structural Equation Modeling. The results of the data analysis show that e-service quality has a positive and significant effect on customer satisfaction, product quality perception has a positive and significant effect on customer satisfaction, experiential marketing has a positive and significant effect on customer satisfaction, e-service quality has a positive and significant effect on repurchase intention, product quality perception has a positive but not significant effect on repurchase intention, e-experiential marketing has a positive and insignificant effect on repurchase intention, customer satisfaction has a positive and significant effect on repurchase intention. Furthermore, customer satisfaction is able to partially mediate the influence of e-service quality on repurchase intention, customer satisfaction is able to mediate fully the influence between product quality perception on repurchase intention, and customer satisfaction is able to mediate the full influence between experiential marketing on repurchase intention.

References

Amelia, W. R. (2017). The Influence of Experiental Marketing on Customer Repurchase Interest at Beringin Indah Restaurant Pematang Siantar. Journal of Business Concepts and Management, 4(1), 50–60.

Anggita, M., & Trenggana, A. F. M. (2020). The Influence of Customer Engagement and E-Service Quality on Repurchase Intention with Customer Satisfaction as a Mediating Variable Tiket.Com. ProBank, 5(1), 83–99. https://doi.org/10.36587/probank.v5i1.570

Dei, R., & Mensah, I. (2018). Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast campus Effects of service quality and customer satisfaction on repurchase intention in restaurants on University of Cape Coast campus. Journal of Tourism, Heritage & Services Marketing, 4(1), 27-36

Denniswara, E. P. (2016). The Influence of Product Quality, Price and Promotion on the Intention to Repurchase My Ideas Products. PERFORMANCE: Journal of Business Management and Start-Ups, 1(4), 480–488.

Ekaprana, I. D. G. A., Jatra, I. M., & Giantari, I. G. A. K. (2020). The influence of product quality, service quality and brand image on repurchase intention. E-Journal of Management of Udayana University, 9(8), 2895. https://doi.org/10.24843/ejmunud.2020.v09.i08.p01

Ernawati, D. (2019). The Influence of Product Quality, Product Innovation and Promotion on Hi Jack Sandals Bandung Product Purchase Decisions. JWM (Journal of Management Insights), 7(1), 17. https://doi.org/10.20527/jwm.v7i1.173

Ferdinand. (2002). Management Research Methods.

Gersom Hendarsono, S. S. (2013). Analysis of the Influence of Experiental Marketing on Consumer Repurchase Interest. Journal of Marketing Management, 1(2), 1–8. http://publication.petra.ac.id/index.php/manajemen-pemasaran/article/view/524

Ghozali, & Imam. (2017). Structural Equation Model of Concepts and Applications with the AMOS Program 24 Bayesian SEM Update Edition 7.

Hair, Joseph F, Black William C, Babin Barry J, & E, A. R. (2010). Multivariate Data Analysis Global Edition.

Hernando, H., & Gunawan, W. H. (2021). Loyalty among online food delivery customers: Extended scale of e-service quality. Maranatha Journal of Management, 20(2), 167–174. https://doi.org/10.28932/jmm.v20i2.3507

Hudaya, A., Djumarno, D., & Djubaedah, S. (2021). The Influence of Service Quality and Product Quality on Customer Satisfaction That Implications on Repurchase Interest. International Journal of Management Science, 3(1), 150–160. https://doi.org/10.31933/dijms.v3i1.990

Kotler & Amstrong. (2019). Marketing Principles 2019. 12th ed. Erlangga.

Mahendrayanti, M., & Wardana, M. (2021). The Effect of Price Perception, Product Quality, and Service Quality on Repurchase Intention. American Journal of Humanities and Social Sciences Research, 5, 182–188. www.ajhssr.com

Mauladdawil, T., & Nugroho, R. H. (2023). With Customer Satisfaction as an Intervening Variable (Case Study Of Lazada Application Users In Surabaya) The Effect of Experiential Marketing and Service Quality on Repurchase Interest with Customer Satisfaction as an Intervening Variable ( Study. 4(4), 3152–3161.

Maulidya, A., Saroh, S., & Zunaida, D. (2021). The Influence of Experiential Marketing and Marketing Mix on Consumer Repurchase Interest (Case Study on Consumers of Seasonal Cafe Malang City). Psychiatry, 10(2), 205–212.

Mulyana, A. (2019). The Influence of Product Quality and Service Quality on Repurchase Interest. Now, 7(2), 1–8.

Nita, N., & Ratnasari, I. (2022). The Effect of E-Service Quality on Repurchase Interest with Customer Satisfaction as an Intervening Variable on the Shopee Marketplace. J-MAS (Journal of Management and Science), 7(2), 867. https://doi.org/10.33087/jmas.v7i2.510

Octaviana, R. A., & Nugrahaningsih, H. (2018). The Influence of Experiential Marketing and Service Quality on Repurchase Interest through Customer Satisfaction as an Intervening Variable (Case Study on Pt. Meratus Line Jakarta). International & National Online Journal, 6(2), 57–72.

Olii, K. R. R., & Nurcaya, I. N. (2016). Experiential Marketing on Airline Ticket Repurchase at Pt Jasa Nusa Wisata Denpasar, Faculty of Economics and Business, Udayana University, Bali, Indonesia. E-Journal of Management of Udayana University, 5(8), 4835–4864.

Palma, M. A., & Andjarwati, A. L. (2016). The Effect of Product Quality, Convenience, and Price on Repurchase Intention with Satisfaction as an Intervening Variable. Journal of Economic and Management Research, 16(1), 84.

Rainy, A., & Widayanto, W. (2020). The Influence of Product Diversity and E-Service Quality on Repurchase Interest through Consumer Satisfaction (Study on Diponegoro University Students Zalora Customers). Journal of Business Administration Sciences, 9(1), 149–156. https://doi.org/10.14710/jiab.2020.26233

Resa Nurlaela Anwar, F. A. W. (2021). The Effect of Product Quality and Service Quality on Interest in Repurchasing Scarlett Products on Shopee E-Commerce. Nusantara: Journal of Social Sciences, 8(5), 1370.

Sekaran, U., & Roger, B. (2017). Research Methods for Business.

Sofya, D. N., & Purwanto, S. (2021). Analysis of the Influence of Brand Image and Product Quality on "Slai O'lai" Repurchase Decisions. JMK (Journal of Management and Entrepreneurship), 6(3), 28. https://doi.org/10.32503/jmk.v6i3.1871

Tetanus, Ronald, D. D. (2014). The Influence of Experiential Marketing on Repurchase with Customer Satisfaction as a Variable Intervening at Breadtalk Surabaya Town Square. Petra Journal of Marketing Management, 2(1), 1–12.

Tiara Ghassani, M., & Sri Suryoko, D. (2017). The Effect of Product Quality and Price on Interest in Rebuying Juwana Vaccum Milkfish through Consumer Satisfaction as an Intervening Variable (Case Study on Customers of Pt. Bandeng Juwana Elrina Semarang). Diponegoro Journal Of Social And Political Science Year, 1–8. http://ejournal-s1.undip.ac.id/index.php/

Tjiptono, F. (2014). Service Marketing: Principles, Application, and Research.

Top, C., & Hilal, D. (2019). Impact Of Product And Service Quality Of Gated Communities On The Repurchase Intentions: Case Study In Kurdistan Region Of Iraq International Journal Of Economics, Commerce And Management Impact Of Product And Service Quality Of Gated Communities On The R. VII(6), 505–515. http://ijecm.co.uk/

Wijayanti, H. T., & Almaidah, S. (2021). The effect of product quality and service quality on the interest in repurchasing D'Fresco Donuts through customer satisfaction as a mediating variable. Economic Bulletin: Management, Development Economics, Accounting, 18(2), 225. https://doi.org/10.31315/be.v18i2.5639

Yanti Febrini, I., Widowati PA, R., & Anwar, M. (2019). The Influence of Experiential Marketing on Consumer Satisfaction and Repurchase Interest at Klotok Coffee Shop, Kaliurang, Yogyakarta. Journal of Business Management, 10(1), 35–54. https://doi.org/10.18196/mb.10167

Zulkarnain, M. (2021). Product Quality, Servicescape and Word of Mouth and Their Influence on Repurchase Decisions. Business Innovation and Entrepreneurship Journal, 3(1), 38–44. https://doi.org/10.35899/biej.v3i1.198