PENGARUH CUSTOMER EXPERIENCE DAN CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA BRAND XYZ DI E-COMMERCE SHOPEE
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Abstract
The development of the Food and Beverages (F&B) business sector has become one of the top choices for businessmen because of the huge potential it has for meeting basic human needs and adapting to changing trends. One of the companies that succeeded in achieving success in the F&B industry is PT. XYZ, and its online sales strategy through Shopee Brand XYZ at PT. XYZ continues to perform well. However, despite having good performance, the company faces the challenge of re-buying (repurchase) from less satisfied customers, with a customer presentation that performs re-purchases of only 14.67%. The purpose of this study is to examine how Customer experience (X1) and Customer satisfaction (X2) affect Repurchase intention (Y). This study uses quantitative descriptive verification methods and SmartPLS software for data processing through outer model and inner model tests. This study uses primary and secondary data, with a sample size of 315, from a population of 1.486 people. Sampling was carried out using probability techniques, simple random sampling. The results of the study indicate that Repurchase intention is positively and significantly influenced by Customer experience and Customer satisfaction.
Perkembangan sektor bisnis Food & Beverages (F&B) menjadi salah satu pilihan utama bagi para pebisnis karena potensi besar yang dimilikinya dalam memenuhi kebutuhan dasar manusia dan adaptasi terhadap tren yang terus berubah. Salah satu perusahaan yang sukses meraih kesuksesan dalam industri F&B adalah PT. XYZ dengan strategi penjualan online melalui shopee brand XYZ di PT. XYZ terus melakukan peforma yang baik. Namun, meskipun memiliki performa yang baik, perusahaan menghadapi tantangan dalam pembelian ulang (repurchase) dari pelanggan yang kurang memuaskan, dengan presentase customer yang melakukan pembelian ulang hanya sebesar 14,67%. Tujuan dari penelitian ini adalah untuk meneliti bagaimana Customer experience (X1) dan Customer satisfaction (X2) mempengaruhi Repurchase intention (Y). Penelitian ini menggunakan metode verifikasi deskriptif kuantitatif dan perangkat lunak SmartPLS untuk pengolahan data melalui uji outer model dan inner model. Penelitian ini menggunakan data primer dan sekunder, dengan ukuran sampel 315, dari populasi 1.486 orang. Pengambilan sampel dilakukan dengan teknik probability, simple random sampling. Hasil penelitian menunjukkan bahwa Repurchase intention dipengaruhi secara positif dan signifikan oleh Customer experience dan Customer satisfaction.
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