Pengaruh E-Promotion, E-Service Quality terhadap Repurchase Intention melalui E-Word of Mouth: Studi pada Aplikasi Coffee Shop di DKI Jakarta

Abstract

ABSTRACT

This study aims to determine the effect of e-promotion on repurchase intention, the effect of e-service quality on repurchase intention, e-word of mouth on repurchase intention, e-promotion on e-word of mouth, e-service quality on e-word of mouth. mouth, e-promotion of repurchase intention through e-word of mouth, e-service quality of repurchase intention through e-word of mouth, to Kopi Kenangan consumers in DKI Jakarta. The data collection method used is a survey method using a questionnaire instrument. The research sample collected was 255 respondents who are Kopi Kenangan consumers and have made purchases through the Kopi Kenangan application at least twice in the last six months. The software used in this research is SPSS and SEM (Structural Equation Model) from LISREL. The results of hypothesis testing indicate that there is a positive and significant relationship on all hypotheses.

ABSTRAK

Pada studi kali ini memiliki tujuan untuk mencari pengaruh e-promotion ke repurchase intention, pengaruh e-service quality ke repurchase intention, e-word of mouth terhadap repurchase intention, e-promotion ke e-word of mouth, e-service quality ke e-word of mouth, e-promotion terhadap repurchase intention melalui e-word of mouth, e-service quality ke repurchase intention melalui e-word of mouth, pada konsumen Kopi Kenangan di DKI Jakarta. Cara yang digunakan untuk mencari data yang digunakan adalah survey dengan memakai instrument formulir. Sampel penelitian yang dikumpulkan berjumlah 255 responden yang merupakan konsumen Kopi Kenangan dan pernah melakukan pembelian melalui aplikasi Kopi Kenangan minimal dua kali. Software yang dipakai pada studi kali ini yaitu SPSS dan SEM (Structural Equation Model) dari LISREL. Hasil uji hipotesis dikethaui bahwa adanya pengaruh yang baik dan signifikan untuk semua hipotesis.