Detail Cantuman  |  Perpustakaan Universitas Putra Bangsa

Abstrak
Tujuan penelitian ini adalah untuk mengetahui pengaruh service quality dan marketing mix terhadap customer satisfaction dan repurchase intention. Metode pengambilan sampel yang digunakan di penelitian ini adalah nonprobability sampling dengan teknik purposive sampling. Total sampel dalam penelitian ini adalah 100 responden. Metode pengumpulan data menggunakan kuesioner. Analisis data yang digunakan yaitu uji instrument validitas dan reliabilitas, uji asumsi klasik, uji hipotesis dan analisis jalur dengan menggunakan program SPSS 25.0 for windows. Hasil penelitian ini menunjukkan bahwa semua item setiap variabel valid dan reliable. Kedua model struktural memenuhi kriteria uji asumsi klasik dengan tidak tidak terdapat multikolonieritas, heterokedastisitas, dan memenuhi asumsi normalitas. Berdasarkan hasil uji t untuk variabel service quality berpengaruh secara signifikan terhadap customer satisfaction. Variabel marketing mix berpengaruh secara signifikan terhadap customer satisfaction. Variabel service quality berpengaruh secara signifikan terhadap repurchase intention. Variabel marketing mix berpengaruh secara signifikan terhadap repurchase intention. Variabel customer satisfaction berpengaruh secara signifikan terhadap repurchase intention. Besarnya nilai Adjust R Square adalah 0,353 hal ini berati 35,3% customer satisfaction dapat dijelaskan oleh service quality dan marketing mix. Nilai Adjust R Square adalah 0,409 hal ini berarti 40,9% repurchase intention dapat dijelaskan oleh service quality, marketing mix dan customer satisfaction.

Kata kunci: service quality, marketing mix, customer satisfaction dan repurchase intention.
Abstract
The purpose of this research is to find the influence of the service quality and marketing mix on customer satisfaction and repurchase intention. The sampling method collection used in this research is nonprobability sampling, with collection technique is purposive sampling. Total sample of this research are 100 respondents. The research data collection use the questionnaire. Analysis of the data used are the instrument validity and reliability, the classic assumption test, hypothesis testing and path analysis using the SPSS 25.0 for windows program. The results of this research show that all items are valid and reliable. Both structural models qualified the classic assumption test criteria with no multicollinearity, heterokedasticity, and normality assumptions. Based on the results of the t test for the service quality variable has a significant effect on customer satisfaction. Marketing mix variable has a significant effect on customer satisfaction. The service quality variable has a significant effect on repurchase intention. The marketing mix variable has a significant effect on repurchase intention. The customer satisfaction variable has a significant effect on repurchase intention. The value of Adjust R Square is 0.353, this means 35.3% customer satisfaction can be explained by service quality and marketing mix. The value of Adjust R Square is 0.409, this means that 40.9% of repurchase intention can be explained by service quality, marketing mix and customer satisfaction.

Keywords: service quality, marketing mix, customer satisfaction and repurchase intention.