PENGARUH KERAGAMAN PRODUK DAN PROMOSI PENJUALAN TERHADAP MINAT BELI ULANG DI TOKO ONLINE LAZADA DENGAN KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING

Abstract

ABSTRACT
This research aims toanalyze the influence of product diversity and sales promotion
on customer repurchase intention in Lazada Online Store through customer satisfaction as
an intervening variable.
The sampling method used in this research is non-probability sampling with
purposive sampling technique. The sample collected was 100 respondents where the
respondents who were taken had criteria as Lazada e-commerce users in Semarang who had
madeapurchaseatleastonceatLazadae-commerceduring2020to2021.The
questionnaire method used consisted of open and closed questions. The data were then
analyzed quantitatively and structurally using Structural Equation Modeling (SEM) method
using the Analysis Moment of Strcutural (AMOS) program ver.24 as the analysis tool.
The results showed that product diversity and sales promotion had a positive and
significant effect on customer satisfaction and repurchase intention. Meanwhile, consumer
satisfaction as an intervening variable has a positive and significant effect on repurchase
intention.