PENGARUH CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION MELALUI CUSTOMER INERTIA SEBAGAI VARIABEL INTERVENING PADA PRODUK SMARTPHONE MEREK SAMSUNG

Abstract

Abstract: Tahun 2023, pertumbuhan ekonomi di Indonesia mengalami pertumbuhan yang cukup pesat. Hal ini dibuktikan dengann data dari Badan Pusat Statistik (BPS) yang mencatat bahwa pertumbuhan ekonomi di Indonesia pada kuartal I tahun 2023 sebesar 5,03% dimana jika dibandingkan dengan data dari periode yang sama pada tahun 2022 laju pertumbuhannya lebih pesat. Untuk mengetahui bagaimana pengaruh customer satisfaction terhadap re-purchase intention pada produk smartphone merek Samsung dengan customer inertia sebagai variabel intervening. Peneliti menggunakan jumlah sampel sebanyak 100 untuk diteliti. Customer satisfaction memberikan pengaruh yang positif dan bermakna terhadap customer inertia, Customer inertia mempengaruhi re-purchase intention secara positif dan bermakna, Customer satisfaction berpengaruh secara positif dan bermakan terhadap repurchase intention, Tidak ada pengaruh mediasi customer inertia antara customer satisfaction dan re-purchase intention. Penilaian responden terhadap item mutu produk, manfaat produk, fungsi produk, variasi produk, dan ketersediaan produk berada dibawah nilai rata-rata total. Samsung Electronics dapat melakukan bahan evaluasi berdasarkan keluhan responden mengenai fitur-fitur, desain produk, dan ketahanan smartphone. Keluhan tersebut dapat dijadikan bahan pertimbangan bagi Samsung Electronics untuk menciptakan produk dengan fitur yang lebih bermanfaat, desain produk yang lebih trendy, dan ketahanan smartphone yang lebih baik. Keywords: Customer Satisfaction; repurchase intention; customer inertia. Abstraksi: In 2023, economic growth in Indonesia will experience quite rapid growth. This is proven by data from the Central Statistics Agency (BPS) which notes that economic growth in Indonesia in the first quarter of 2023 was 5.03%, which when compared with data from the same period in 2022, the growth rate was more rapid. To find out how customer satisfaction influences repurchase intentions for Samsung brand smartphone products with customer inertia as an intervening variable. Researchers used a sample size of 100 for research. Customer satisfaction has a positive and meaningful influence on customer inertia. Customer inertia influences repurchase intentions positively and meaningfully. Customer satisfaction has a positive and meaningful influence on repurchase intentions. There is no mediating effect of customer inertia between customer satisfaction and repurchase intentions. Respondents' assessments of the items product quality, product benefits, product function, product variety and product availability were below the total average value. Samsung Electronics can carry out evaluation materials based on respondents' complaints regarding smartphone features, product design and durability. These complaints can be used as consideration for Samsung Electronics to create products with more useful features, trendier product designs and better smartphone durability. Kata Kunci: : Customer Satisfaction; repurchase intention; customer inertia.