Analisis pengaruh appearance similarity, lifestyle similarity, dan status similarity terhadap interaction intensity, satisfaction, dan repurchase intention pada nasabah Mandiri Sekuritas

Lie, Antonius Raymond (2021) Analisis pengaruh appearance similarity, lifestyle similarity, dan status similarity terhadap interaction intensity, satisfaction, dan repurchase intention pada nasabah Mandiri Sekuritas. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Mandiri Sekuritas merupakan perusahaan sekuritas dalam negeri yang mampu memberikan pelayanan jual beli produk investasi paling baik diantara perusahaan sekuritas dalam negeri yang lain dan mampu menunjukkan kinerja paling baik selama pandemi Covid-19 tahun 2020. Pelayanan dari Mandiri Sekuritas cenderung erat kaitannya dengan proses interaksi antara nasabah dengan konsultan. Oleh karena itu penelitian ini bertujuan untuk menganalisa pengaruh dari appearance similarity, lifestyle similarity, dan status similarity terhadap interaction intensity, satisfaction, dan repurchase intentions pada nasabah Mandiri Sekuritas yang terdapat di Kota Surabaya. Penelitian ini dilakukan merupakan jenis penelitian kausal dengan pendekatan penelitian secara kuantitatif. Obyek penelitian ini adalah Mandiri Sekuritas Surabaya. Pengumpulan data dilakukan dengan memberikan kuesioner secara online kepada setiap nasabah Mandiri Sekuritas di Surabaya. Teknik pengambilan sampel dilakukan secara snowball sampling. Teknik analisis data yang digunakan untuk uji hipotesis adalah software AMOS versi 22.0. Hasil penelitian membuktikan bahwa appearance similarity, lifestyle similarity, dan status similarity berpengaruh positif signifikan terhadap interaction intensity nasabah. Hasil penelitian juga membuktikan bahwa interaction intensity nasabah berpengaruh positif signifikan terhadap satisfaction, dan satisfaction berpengaruh positif signifikan terhadap repurchase intentions pada nasabah Mandiri Sekuritas yang terdapat di Kota Surabaya / Mandiri Sekuritas is a domestic securities company that is able to provide the best investment product buying and selling services among other domestic securities companies and is able to show the best performance during the 2020 Covid-19 pandemic. Services from Mandiri Sekuritas tend to be closely related to the interaction process between customers. with a consultant. Therefore, this study aims to analyze the effect of appearance similarity, lifestyle similarity, and status similarity on interaction intensity, satisfaction, and repurchase intentions on Mandiri Sekuritas customers in the city of Surabaya. This research is a type of causal research with a quantitative research approach. The object of this research is Mandiri Sekuritas Surabaya. Data was collected by providing online questionnaires to every Mandiri Sekuritas customer in Surabaya. The sampling technique was carried out by snowball sampling. The data analysis technique used to test the hypothesis is AMOS software version 22.0. The results of the study prove that appearance similarity, lifestyle similarity, and status similarity have a significant positive effect on customer interaction intensity. The results also prove that customer interaction intensity has a significant positive effect on satisfaction, and satisfaction has a significant positive effect on repurchase intentions for Mandiri Sekuritas customers in the city of Surabaya.

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