Kualitas Pelayanan dan Social Media Marketing Terhadap Keputusan Pembelian Ulang Melalui Kepuasan Konsumen Sebagai Variabel Intervening Pada Helai by Nuk
DOI:
https://doi.org/10.53697/emak.v7i2.3766Keywords:
Kualitas Pelayanan, Social Media Marketing, Kepuasan Konsumen, Keputusan Pembelian UlangAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh kualitas pelayanan dan social media marketing terhadap keputusan pembelian ulang dengan kepuasan konsumen sebagai variabel intervening pada Helai by Nuk Semarang. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data dikumpulkan melalui kuesioner terhadap konsumen Helai by Nuk yang pernah melakukan pembelian ulang, dengan teknik purposive sampling. Analisis data dilakukan menggunakan regresi linier berganda dan uji Sobel. Hasil penelitian menunjukkan bahwa kualitas pelayanan dan social media marketing berpengaruh positif dan signifikan terhadap kepuasan konsumen. Selanjutnya, kualitas pelayanan, social media marketing, dan kepuasan konsumen berpengaruh positif dan signifikan terhadap keputusan pembelian ulang. Kepuasan konsumen terbukti mampu memediasi pengaruh kualitas pelayanan dan social media marketing terhadap keputusan pembelian ulang. Temuan ini menegaskan bahwa kualitas pelayanan merupakan faktor paling dominan dalam mendorong kepuasan konsumen dan keputusan pembelian ulang. Penelitian ini memberikan implikasi manajerial bagi pelaku usaha fashion untuk meningkatkan kualitas pelayanan dan mengoptimalkan strategi pemasaran melalui media sosial guna menciptakan kepuasan dan loyalitas konsumen.
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