Pengaruh perceived value terhadap repurchase intention dimediasi loyalitas pelanggan: Studi kasus pada pelanggan cokelat klasik malang

INDONESIA:

Kelangsungan hidup perusahaan sangat tergantung dengan adanya pelanggan, suatu pelanggan akan merasa loyal ketika perceived value terus ditingkatkan sehingga akan meningkatkan repurchase intention. Loyalitas pelanggan dan perceived value dari pengalaman pelanggan telah diidentifikasikan sebagai faktor penting dalam meningkatkan repurchase intention. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh langsung perceived value terhadap repurchase intention serta seberapa besar loyalitas pelanggan memediasi pengaruh perceived value terhadap repurchase intention. Dari latar belakang itulah sehingga penelitian ini dilakukan dengan judul “Pengaruh Perceived Value Terhadap Repurchase Intention Dimediasi Loyalitas Pelanggan (Studi Kasus Pada Pelanggan Cokelat Klasik Malang)”.

Penelitian ini menggunakan pendekatan kuantitatif dengan jenis explanatory research. Sampel dalam penelitian ini adalah 110 responden. Data dikumpulkan dengan kuesioner dan dokumentasi. Analisis data dalam penelitian ini menggunakan pendekatan Partial Least Square (PLS).

Dari hasil penelitian menunjukkan bahwa ada pengaruh secara langsung perceived value terhadap repurchase intention pelanggan Cokelat Klasik Malang. Sedangkan variabel Loyalitas Pelanggan memediasi pengaruh perceived value terhadap repurchase intention pelanggan Cokelat Klasik Malang.

ENGLISH:

The survival of the company depends on the customer, a customer will feel loyal when perceived value continues to be improved that will increase repurchase intention. Customer loyalty and perceived value from customer experience has been identified as an important factor in improving repurchase intention. The purpose of this study is to determine the direct effect of perceived value to repurchase intention and how much customer loyalty mediate the effect of perceived value on repurchase intention. From that background this research is done entitled "The Effect of Perceived Value to Repurchase Intention Mediated by Customer Loyalty (Case Study on Cokelat Klasik Customers)".

This research used quantitative approach with explanatory research type. This research utilized 110 respondents as sample. Data were collected used questionnaires and documentation. Data analysis in this research using Partial Least Square (PLS) approach.

From the results of research indicate that there is direct influence of perceived value to repurchase intention of Cokelat Klasik Malang customer. While the variable of Customer Loyalty mediate the influence of perceived value to repurchase intention of Cokelat Klasik Malang customer.