Pengaruh Harga Dan Promosi Terhadap Minat Beli Ulang Di Shopee Yang Dimediasi Oleh Kepuasan Pelanggan

Khansa Rofifah Listyowati, Irmawati Irmawati

Abstract


Tujuan dari penelitian ini yaitu untuk menganalisis pengaruh harga dan promosi terhadap minat beli ulang di Shopee yang dimediasi oleh kepuasan pelanggan. Metode penelitian ini ialah kuantitatif. Penelitian ini menggunakan data primer dalam penyusunannya. Metode pengumpulan data yang digunakan dalam penelitian ini adalah dengan menggunakan penyebaran kuesioner. Populasi yang digunakan dalam penelitian ini adalah mahasiswa Universitas Muhammadiyah Surakarta. Teknik sampel yang digunakan adalah purposive sampling. Jumlah sampel penelitian ini ialah 104 responden. Teknik analisis data pada penelitian ini menggunakan Partial Least Square (PLS) dengan menggunakan bantuan Software SMARTPLS. Hasil penelitian ini ialah bahwa Harga berpengaruh positif signifikan terhadap minat beli ulang. Promosi berpengaruh positif signifikan terhadap minat beli ulang. Harga berpengaruh positif signifikan terhadap kepuasan pelanggan. Promosi berpengaruh positif signifikan terhadap kepuasan pelanggan. Kepuasan pelanggan berpengaruh positif signifikan terhadap minat beli ulang. Harga berpengaruh positif signifikan terhadap minat beli ulang dimediasi oleh kepuasan pelanggan. Promosi berpengaruh positif signifikan terhadap minat beli ulang dimediasi oleh kepuasan pelanggan.

Keywords


Harga; Promosi; Kepuasan Pelanggan; Minat Beli Ulang.

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References


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DOI: https://doi.org/10.30743/jmb.v6i1.8875

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