PERAN KEPUASAN PELANGGAN DALAM HUBUNGAN KAUSAL MARKETING STIMULI DAN KUALITAS PELAYANAN DENGAN NIAT PEMBELIAN ULANG DAN WORD OF MOUTH COMMUNICATION KONSUMEN Toko Mebel Margo Murah Baru

DHARMESTI, M.D. DIPTA , Prof. Dr. Basu Swastha Dh.,MBA

2009 | Skripsi | S1 Management

Toko Mebel Margo Murah Baru perlu melakukan evaluasi atas kebijakan pemasaran dan kualitas pelayanan bagi konsumennya agar semakin sesuai dengan yang mereka harapkan. Penelitian ini dilakukan untuk menguji adanya peran mediasi kepuasan pelanggan dalam hubungan kausal marketing stimuli dan kualitas pelayanan dengan niat pembelian ulang dan word of mouth communication, peran moderasi gender dalam hubungan antara kepuasan pelanggan dengan niat pembelian ulang, dan korelasi antara niat pembelian ulang dan word of mouth communication. Survei menggunakan kuesioner dilakukan pada bulan Juni 2009 di 8 cabang Toko Mebel Margo Murah Baru di Yogyakarta dan Solo. Hasil penelitian ini adalah kepuasan pelanggan memediasi sebagian hubungan marketing stimuli dan kualitas pelayanan dengan niat pembelian ulang, kepuasan pelanggan memediasi sepenuhnya hubungan marketing stimuli dan kualitas pelayanan dengan word of mouth communication; gender tidak memoderasi hubungan kepuasan pelanggan dengan niat pembelian ulang; dan terdapat korelasi positif antara niat pembelian ulang dengan word of mouth communication.

Margo Murah Baru Furniture Store needs some evaluations of its marketing policies to their customers to meet the customers' expectations. The purpose of this research is to know the mediation role of customer satisfaction in marketing stimuli and service quality to repurchase intentions and word of mouth communication's causal relationship, the moderation role of gender in the relationship between customer satisfaction and repurchase intentions, and the correlations between repurchase intentions and word of mouth communication. The survey held on June 2009, using questionnaire, in 8 branches of Margo Murah Baru Store Yogyakarta and Solo. The results are the relationship between marketing stimuli-service quality and repurchase intentions is partially mediated by customer satisfaction, while relationship between marketing stimuli-service quality and word of mouth communication is fully mediated by customer satisfaction. Gender has no moderation role in the relationship between customer satisfaction and repurchase intentions, and there are positive correlations between repurchase intentions and word of mouth communication.

Kata Kunci : marketing stimuli, service quality, customer satisfaction, repurchase intentions, word of mouth communication, gender, mediation, moderation