Pengaruh Customer Experience, Relationship Quality Dan Servicequality Terhadap Repurchase Intention Pada Pengguna Produk Perbankan Bank Sumut Cabang Iskandar Muda

Abstract

Penelitian ini bertujuan untuk mengetahui pengaruh Customer Experience, Relationship Quality dan Service Quality terhadap Repurchase Intention sebagai variabel mediasi pada produk perbankan Bank Sumut Cabang Iskandar Muda. Dalam penelitian ini menggunakan teknik path analysis yang berfungsi untuk menentukan arah variabel yang diteliti serta menganalisa seberapa signifikan pengaruh antara variabel independen terhadap dependen baik secara langsung maupun tidak langsung. Dalam penelitian ini menggunakan metode asosiatif dengan pendekatan kuantitatif. Seluruh populasi yang digunakan dalam penelitian ini ialah 100 responden dari pengguna produk perbankan Bank Sumut yang berada di cabang Iskandar Muda. Hasil penelitian ini menunjukkan bahwa variabel Customer Experience berpengaruh positif dan signfikan terhadap Repurchase Intention. Relationship Quality berpengaruh positif dan signifikan terhadap Repurchase Intention. Service Quality berpengaruh positif dan signfikan terhadap Repurchase Intention. Customer Experience, Relationship Quality, dan Service Quality berpengaruh positif dan signifikan terhadap Repurchase Intention. This study aims to determine the effect of Customer Experience, Relationship Quality and Service Quality on Repurchase Intention as a mediating variable on banking products of Bank Sumut Iskandar Muda Branch. This study uses a path analysis technique that functions to determine the direction of the variables studied and analyze how significant the influence is between the independent to dependent variables both directly and indirectly. This study uses an associative method with a quantitative approach. The entire population used in this study were 100 respondents from users of Bank Sumut banking products at the Iskandar Muda branch. The results of this study indicate that the Customer Experience variable has a positive and significant effect on Repurchase Intention. Relationship Quality has a positive and significant effect on Repurchase Intention. Service Quality a positive and significant effect on Repurchase Intention. Customer Experience, Relationship Quality, and Service Quality have a positive and significant effect on Repurchase Intention.