Pengaruh Nilai Pelanggan dan Promosi Penjualan Terhadap Repurchase Intention Melalui Kepuasan Pelanggan (Studi pada Konsumen Alfa Cell di Semarang)

Abstract

Abstract: In this era of globalization, the need of electronic devices is deemed as very important because they are able to ease humans in doing their daily activities. One of the devices is hand phone. The number of hand phone brands spreading in the market triggers competitive competition. This research aims to examine the effect of customer value and sales promotion on repurchase intention through customer satisfaction from a hand phone brand named Xiaomi. The population of this research were customers of Xiaomi at Alfa Cell Semarang with a sample of 100 people using accidental sampling method. The measurement scale which is used in this research is Likert Scale. The data analysis used reliability test, correlation analysis, multiple linear regression analysis, T test, coefficient of determination analysis, path analysis, and sobel test with SPSS program. From this research, it is known that customer value has significant effect on customer satisfaction, sales promotion has significant effect on customer satisfaction, customer value has significant effect on repurchase intention, sales promotion has significant effect on repurchase intention, customer satisfaction has significant effect on repurchase intention, customer value has significant effect on repurchase intention through customer satisfaction, and sales promotion does not have significant effect on repurchase intention through customer satisfaction. All hypotheses have significant as p < 0.05. This means that the better customer value which is created and the sales promotion is made will create customer satisfaction so that consumers desire to repurchase. Suggestions from this study are to improve store services, ensure availability of purchase bonuses, and pay attention to stock items in terms of design and color.

Keywords: Customer Value; Sales Promotion; Customer Satisfaction; Repurchase Intention

Abstrak: Di era globalisasi seperti sekarang ini kubutuhan akan alat elektronik salah satunya handphone dirasa sangat penting karena dapat memudahkan manusia dalam melakukan aktifitas sehari-hari. Banyaknya merek dari handphone yang beredar dipasaran memicu persaingan yang kompetitif. Penelitian ini ditujukan untuk menguji pengaruh nilai pelanggan, promosi penjualan terhadap repurchase intention melalui kepuasan pelanggan dari handphone dengan merek Xiaomi. Populasi dari penelitian ini adalah konsumen handphone merek Xiaomi di Alfa Cell Semarang dengan sampel penelitian sebanyak 100 orang dengan menggunakan metode accidental sampling. Skala pengukuran menggunakan skala Likert. Analisis data menggunakan uji reliabilitas, analisa korelasi, analisis regresi linear berganda, uji t, analisa koefisien determinasi, analisis jalur, uji sobel dengan program SPSS. Dari penelitian ini diketahui bahwa nilai pelanggan berpengaruh signifikan terhadap kepuasan pelanggan, promosi penjualan berpengaruh signifikan terhadap kepuasan pelanggan, nilai pelanggan berpengaruh signifikan terhadap repurchase intention, promosi penjualan berpengaruh signifikan terhadap repurchase intention, kepuasan pelanggan berpengaruh signifikan terhadap repurchase intention, nilai pelanggan berpengaruh signifikan terhadap repurchase intention melalui kepuasan pelanggan, promosi penjualan tidak berpengaruh signifikan terhadap repurchase intention jika melalui kepuasan pelanggan. Semua hipotesis memiliki signifikan p < 0,05. Hal ini berarti semakin baik nilai pelanggan yang dibentuk dan promosi penjualan yang dibuat maka akan membentuk kepuasan pelanggan sehingga konsumen memiliki keinginan untuk melakukan pembelian ulang. Saran dari penelitian ini berupa meningkatkan pelayanan toko, memastikan ketersediaan bonus pembelian, dan memperhatikan stok barang dalam segi desain dan warna barang.

Kata Kunci: Nilai Pelanggan, Promosi Penjualan, Kepuasan Pelanggan, Repurchase Intention