Kepuasan konsumen sebagai variabel intervening antara pengaruh e-wom (electronic word of mouth) terhadap Repurchase to Intention pada Transportasi Surabaya Bus

Ach Marzuki, Rahman (2020) Kepuasan konsumen sebagai variabel intervening antara pengaruh e-wom (electronic word of mouth) terhadap Repurchase to Intention pada Transportasi Surabaya Bus. Bachelor (S1) thesis, Wijaya Kusuma Surabaya University.

Text ABSTRAK.pdf Download (921kB)

Abstract

ABSTRAKSI Tujuan dari penelitian ini yaitu untuk mengetahui apakah kepuasan konsumen sebagai variabel intervening antara pengaruh e-WOM (Electronic Word of Mouth) terhadap Intention to Repurchase pada konsumen Transportasi Suroboyo Bus. Dalam penelitian ini penentuan sampel dilakukan dengan metode purposive sampling yang artinya salah satu teknik sampling non random sampling dimana peneliti menentukan pengambilan sampel dengan cara menetapkan ciri-ciri khusus yang sesuai dengan tujuan penelitian sehingga diharapkan dapat menjawab permasalahan penelitian. Dengan jumlah sampel sebanyak 100 orang. Pengolahan data penelitian menggunakan analisis data responden menggunakan analisis regresi berganda dengan bantuan SPSS 16. Hasil penelitian menyimpulkan bahwa e-WOM berpengaruh signifikan terhadap Intention to Repurchase konsumen Transportasi Suroboyo Bus, artinya bahwa semakin tinggi e-WOM yang dirasakan oleh konsumen Transportasi Suroboyo Bus maka Intention to Repurchase akan meningkat. e-WOM berpengaruh signifikan terhadap kepuasan konsumen Transportasi Suroboyo Bus, artinya bahwa semakin tinggi e-WOM yang dirasakan oleh konsumen Transportasi Suroboyo Bus, maka Kepuasan Konsumen juga meningkat. Kepuasan konsumen berpengaruh signifikan terhadap Intention to Repurchase konsumen Transportasi Suroboyo Bus, artinya Kepuasan Konsumen dalam memakai jasa Transportasi Suroboyo, akan mempengaruhi bagaimana Intention to Repurchase untuk menjadi pelanggan tetap jasa Transportasi Suroboyo Bus. Dari hasil pembahasan maka dapat dibuktikan bahwa dalam penelitian ini kepuasan konsumen dapat dikatakan sebagai variabel intervening antara e-WOM terhadap Intention to Repurchase. Kata kunci : e-WOM, Kepuasan Konsumen, Intention to Repurchase ABSTRACT This research aims to find out customer satisfaction as intervening variable in e-WOM (Electronic Word of Mouth) to buying interest of Trasnportasi Suroboyo Bus. This research using purposive sampling method which means it.s one of non-random sampling technique, the researcher determined some samples by set up some spesific characteristics with total 100 samples. An app was used to tabulate data was SPSS 16 by using simple regression analysis and multiple linear regression analysis methods. The output summarize that e-WOM affecting significantly to customers’ buying interest in Transportasi Suroboyo Bus, it means that the higher e-WOM perceived by consumers Suroboyo Transportation Bus then Buying Interest will increase. e-WOM has a significant effect on consumer satisfaction Suroboyo Bus Transportation, meaning that the higher e-WOM perceived by consumers of Suroboyo Bus Transportation, the Consumer Satisfaction also increases. Consumer satisfaction has a significant effect on consumer buying interest Suroboyo Bus Transportation, meaning Consumer Satisfaction in using Suroboyo Transportation services, will affect how the Interests Buy consumers to become regular customers of Suroboyo Bus Transportation services. From the results of the discussion it can be proven that in this study customer satisfaction can be said as an intervening variable between e-WOM towards buying interest. Keywords: e-WOM, Consumer Satisfaction, Intention to Repurcashe

Item Type:	Thesis (Bachelor (S1))
Uncontrolled Keywords:	e-WOM, Kepuasan Konsumen, Intention to Repurchase
Subjects:	H Social Sciences > HB Economic Theory
Divisions:	Faculty of Economic and Business
Depositing User:	Ach. Marzuki Rahman
Date Deposited:	24 Feb 2020 01:41
Last Modified:	24 Feb 2020 01:41
URI:	http://erepository.uwks.ac.id/id/eprint/5842

Actions (login required)

View Item

Downloads