Analisis pengaruh kualitas pelayanan, kepuasan pelanggan dan interaksinya terhadap niat membeli kembali (studi pada independent beauty consultant oriflame Yogyakarta)
DIAH SARTIKA NURGRAHENI, Dr. Sahid Susilo Nugroho, M.Sc
Adanya perbedaan pendapat di antara para ahli mengenai pengaruh kualitas pelayanan dan kepuasan pelanggan dalam pembentukan niat membeli kembali, membangkitkan ketertarikan peneliti untuk menguji konsep tersebut. Penelitian ini bertujuan untuk menguji pengaruh kualitas pelayanan, kepuasan pelanggan, dan interaksi antara kualitas pelayanan dan kepuasan pelanggan terhadap niat membeli kembali.
Penelitian ini dilakukan di Yogyakarta dengan obyek penelitian Independent Beauty Consultant Oriflame Kantor Cabang Yogyakarta. Data penelitian diperoleh melalui penyebaran 150 kuesioner, yang diolah menggunakan analisis regresi linear berganda dan analisis regresi moderator untuk menguji efek interaksi. Hasil penelitian membuktikan bahwa kualitas pelayanan memiliki pengaruh positif terhadap niat membeli kembali, kepuasan pelanggan memiliki pengaruh positif terhadap niat membeli kembali, dan interaksi antara kualitas pelayanan dan kepuasan pelanggan tidak lebih menjelaskan variance niat membeli kembali daripada pengaruh masing-masing kualitas pelayanan atau kepuasan pelanggan secara individual.
There are different opinions among the experts about the influences of service quality and customer satisfaction in establishing repurchase intentions that generate researcher's interest to test that concept. This research aim to test the influences of service quality, customer satisfaction, and interaction between service quality and customer satisfaction in establishing repurchase intentions.
This research was conducted in Yogyakarta with Independent Beauty Consultant Oriflame Branch Office Yogyakarta as the research object. Research data gained from distribution of 150 questionnaires, which analyzed with multiple regression analysis and moderator regression analysis to test the interaction effect. The results of this research prove that service quality has positive influence towards repurchase intentions, customer satisfaction has positive influence towards repurchase intentions, and interaction between service quality and customer satisfaction has not explain more variance of repurchase intentions than influences of either service quality or customer satisfaction as individual.
Kata Kunci : kualitas pelayanan, kepuasan pelanggan, niat membeli kembali.
