The effect of service quality, instagram social media management and store facilities towards customer repurchase intention at Bika Ambon Zulaikha

Siregar, Khaliza Aizura (2023) The effect of service quality, instagram social media management and store facilities towards customer repurchase intention at Bika Ambon Zulaikha. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Bakery evolution in Indonesia is increasing widely, and trying to be the number one among others. The purpose of this research is to ascertain the effect of Service Quality, Instagram Social Media Management and Store Facilities towards customer Repurchase Intention at Bika Ambon Zulaikha . Customer repurchase intentions are affected by service quality, Instagram social media management and store facilities. By giving the best quality of service for the customer, a great Instagram Social Media Management to attract customer interest on their products and an efficient store facilities that keep customers feel satisfied and comfortable while shopping at the store. The effect of Service Quality, Instagram Social Media Management and Store Facilities was investigated using a quantitive, descriptive and causal study design. The questionnaire was distributed at the Bika Ambon Zulaikha store to a sample of 97 respondents for this study. Lemeshow sampling methodology was used with a non-probability sampling technique. Respondent who are Bika Ambon Zulaikha customer, have experienced a repurchase intention at Bika Ambon Zulaikha. The data was analyzed using SPSS version 25 yet for validity, reliability, normality, multicollinearity, heteroscedasticity, and multiple linear regression. According to the findings of the data analysis and hypothesis testing, Service quality, Instagram social media management and store facilities had a partial influence on customer purchase intention in Bika Ambon Zulaikha. The results showed that 13,4% influenced the independent variables towards dependent variables. The recommendations for these variables are to increase customer repurchase intention to improve their communication skills, build trust and care towards customers, and make content that is popular and storytelling to encourage customers to repurchase with a quick response to customer questions or requests. and make sure that the store layout helps the customer to easily find the product that they need by putting signs and using color matter to attract customers and providing a clean, efficient and complete facility to make a memorable shopping experience. / Evolusi Bakery di Indonesia semakin meningkat, dan berusaha menjadi yang nomor satu di antara yang lainnya. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh Service Quality, Instagram Social Media Management dan Store Facilities terhadap Repurchase Intention pelanggan di Bika Ambon Zulaikha. Niat membeli kembali pelanggan dipengaruhi oleh kualitas pelayanan, pengelolaan media sosial Instagram dan fasilitas toko. Dengan memberikan kualitas pelayanan terbaik kepada pelanggan, Social Media Management Instagram yang baik untuk menarik minat pelanggan terhadap produknya dan fasilitas toko yang efisien sehingga pelanggan merasa puas dan nyaman saat berbelanja di toko. Pengaruh Kualitas Pelayanan, Manajemen Media Sosial Instagram dan Fasilitas Toko diteliti dengan menggunakan desain penelitian kuantitatif, deskriptif dan kausal. Kuesioner disebarkan di toko Bika Ambon Zulaikha kepada sampel sebanyak 97 responden untuk penelitian ini. Metodologi pengambilan sampel Lemeshow dengan teknik non-probability sampling. Responden yang merupakan pelanggan Bika Ambon Zulaikha pernah mengalami niat membeli kembali pada Bika Ambon Zulaikha. Data dianalisis menggunakan SPSS versi 25 untuk mengetahui validitas, reliabilitas, normalitas, multikolinearitas, heteroskedastisitas, dan regresi linier berganda. Berdasarkan temuan analisis data dan uji hipotesis, Kualitas pelayanan, pengelolaan media sosial Instagram dan fasilitas toko mempunyai pengaruh secara parsial terhadap niat beli pelanggan di Bika Ambon Zulaikha. Hasil penelitian menunjukkan bahwa 13,4% pengaruh independent variabel terhadap dependent variabel. Rekomendasi pada variabel ini adalah meningkatkan niat pembelian ulang pelanggan untuk meningkatkan keterampilan komunikasi, membangun kepercayaan dan kepedulian terhadap pelanggan, membuat konten yang populer dan storytelling untuk mendorong pelanggan melakukan pembelian ulang dengan respon cepat terhadap pertanyaan atau permintaan pelanggan. dan memastikan tata letak toko memudahkan pelanggan menemukan produk yang mereka butuhkan dengan memasang tanda, dan menggunakan warna untuk menarik pelanggan serta menyediakan fasilitas yang bersih, efisien dan lengkap untuk menciptakan pengalaman berbelanja yang berkesan.

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