Pengaruh Promosi dan Kualitas Pelayanan terhadap Minat Beli Ulang Konsumen Melalui Kepuasan Pelanggan pada Underprice Skincare Jamin Ginting Kota Medan

Abstract

Tujuan dari penelitian ini adalah untuk menganalisis pengaruh promosi dan kualitas pelayanan terhadap minat beli ulang konsumen melalui kepuasan pelanggan pada konsumen Underprice Skincare Jamin Ginting Kota Medan. Populasi dalam penelitian ini 50.492 yang bersumber dari data konsumen toko Underprice Skincare Jamin Ginting Kota Medan, dengan sampel sebanyak 100 responden yang ditentukan dengan rumus slovin. Data dianalisis menggunakan analisis deskriptif dan analisis SEM (Structural Equation Model). Dengan metode sampling yang digunakan adalah Purposive Sampling. Hasil penelitian menunjukkan bahwa secara langsung promosi berpengaruh positif dan signifikan terhadap minat beli ulang, kualitas pelayanan berpengaruh positif dan signifikan terhadap minat beli ulang, promosi tidak berpengaruh positif dan signifikan terhadap kepuasan pelanggan, kualitas pelayanan berpengaruh positif dan signifikan terhadap kepuasan pelanggan, dan kepuasan pelanggan berpengaruh negatif dan signifikan terhadap minat beli ulang. Secara tidak langsung promosi tidak berpengaruh positif dan signifikan terhadap minat beli ulang melalui kepuasan pelanggan, dan kualitas pelayanan berpengaruh negatif dan signifikan terhadap minat beli ulang melalui kepuasan pelanggan. The purpose of this study was to analyze the effect of promotion and service quality on consumer repurchase interest through customer satisfaction in consumers of Underprice Skincare Jamin Ginting Medan City. The population in this study was 50,492 which was sourced from consumer data for the Underprice Skincare Jamin Ginting store in Medan City, with a sample of 100 respondents determined by the Slovin formula. The data were analyzed using descriptive analysis and SEM (Structural Equation Model) analysis. With the sampling method used is Purposive Sampling. The results showed that directly promotion has a positive and significant effect on repurchase interest, service quality has a positive and significant effect on repurchase interest, promotion has no positive and significant effect on customer satisfaction, service quality has a positive and significant effect on customer satisfaction, and customer satisfaction has a negative and significant effect on repurchase interest. Indirectly, promotion has no positive and significant effect on repurchase intention through customer satisfaction, and service quality has a negative and significant effect on repurchase intention through customer satisfaction.