Analisis pengaruh lifestyle dan service quality melalui customer satisfaction terhadap repurchase intention Fenny Butik di Sidoarjo

Laurent, Orincia (2012) Analisis pengaruh lifestyle dan service quality melalui customer satisfaction terhadap repurchase intention Fenny Butik di Sidoarjo. Bachelor thesis, Universtitas Pelita Harapan.

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Abstract

Seiring berkembangnya globalisasi dan modernisasi maka kesadaran masyarakat akan penampilan semakin meningkat sehingga tingkat konsumsi terhadap pakaian pun semakin meningkat. Banyak butik-butik yang bermunculan untuk memenuhi kebutuhan masyarakat akan kebutuhan fashion. Bidang ini mulai menjadi usaha menarik yang dilirik sebagian orang. Penelitian ini ditujukan untuk mengetahui bagaimana pengaruh Customer Satisfaction terhadap Repurchase Intention di Fenny Butik di Sidoarjo. Customer satisfaction dapat diukur melalui variabel Lifestyle dan Service Quality. Sampel yang digunakan pada penelitian ini yaitu para remaja dan wanita yang tinggal di wilayah kota Sidoarjo yang telah melakukan pembelian di Fenny Butik di Sidoarjo sejumlah 100 responden dengan teknik pengambilan sample non probability sampling dan metode pengambilan sample adalah purposive sampling. Untuk pengolahan dan penganalisaan data dalam penelitian ini yaitu dengan menggunakan Structural Equation Modeling (SEM) dengan software AMOS 16.0 sebagai software untuk mengolah data. Hasil penelitian menunjukkan bahwa Customer Satisfaction secara positif mempengaruhi Repurchase Intention. Dimana Customer Satisfaction dipengaruhi secara positif oleh Lifestyle dan Service Quality. Temuan empiris tersebut mengindikasikan bahwa Customer Satisfaction memiliki pengaruh yang sangat tinggi terhadap Repurchase Intention dengan nilai koefisien regresi sebesar 0.909, dimana Customer Satisfaction dipengaruhi secara besar oleh Service Quality dengan koefisien regresi sebesar 0.710 dan variabel Lifestyle mempengaruhi Customer Satisfaction secara lebih kecil dengan koefisien regresi sebesar 0,360 / Due to expansion of globalization and modernization the consideration of consumer to fashion and how they looks increases rapidly therefore it increases the number of consumer consumption in fashion. Fashion boutique starts to open everywhere due to high demand of clothing, this business is starting to get special attention from a certain group of people. This research purpose is to explore furthermore how Customer Satisfaction effecting the Repurchase Intention at Fenny Butik Sidoarjo. Customer Satisfaction can be measure from a combination of Lifestyle and Service Quality. This research is using 100 person made up of teenager and women who has been purchase at Fenny Boutique and live in Sidoarjo area with a technique known as Non probability sampling and a method use called purposive sampling. Structural Equation Modeling (SEM) with software known as AMOS 16.0 is a software use in this research to process and analyzed data. The research has shown that Customer Satisfaction is positively affecting Repurchase Intention. Where Lifestyle and Service Quality positively affect Customer Satisfaction. Empirical Study indicates that Customer Satisfaction has a big impact to Repurchase Intention with a coefficient regression number of 0.909, where Customer Satisfaction is highly affected by Service Quality with a coefficient regression number of 0.710 and Lifestyle Variable affected Customer Satisfaction with a smaller coefficient regression number of 0.360

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