KEPUASAN KONSUMEN SEBAGAI MEDIASI PENGARUH ELECTRONIC WORD OF MOUTH, KUALITAS LAYANAN, KUALITAS PRODUK, DAN STORE ATMOSPHERE TERHADAP MINAT BELI ULANG MIE GACOAN DI YOGYAKARTA
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Abstract
Penelitian ini bertujuan untuk mengidentifikasi dampak langsung electronic word of mouth, kualitas layanan, kualitas produk, dan store atmosphere terhadap minat beli ulang. Serta untuk mengetahui peran kepuasan konsumen sebagai mediator dalam hubungan antara electronic word of mouth, kualitas layanan, kualitas produk, dan store atmosphere terhadap minat beli ulang. Sampel yang dipakai untuk penelitian ini yaitu 110 orang konsumen Mie Gacoan yang membeli produk Mie Gacoan secara dine in minimal 2 x dalam 3 bulan terakhir di cabang Mie Gacoan Daerah Istimewa Yogyakarta. Teknik pengambilan sampel dalam penelitian ini menggunakan non probability dengan metode purposive sampling. Analisis data yang dilakukan dalam penelitian ini menggunakan Partial Least Square (PLS) dengan WarpPLS 8.0. Hasil yang didapat dalam penelitian ini menunjukkan bahwa: 1) Electronic word of mouth secara langsung tidak berpengaruh terhadap minat beli ulang, 2) Kualitas layanan secara langsung tidak berpengaruh terhadap minat beli ulang, 3) Kualitas produk secara langsung berpengaruh terhadap minat beli ulang, 4) Store atmosphere secara langsung tidak berpengaruh terhadap minat beli ulang, 5) Kepuasan konsumen memediasi penuh (full mediation) pengaruh electronic word of mouth terhadap minat beli ulang, 6) Kepuasan konsumen memediasi penuh (full mediation) pengaruh kualitas layanan terhadap minat beli ulang, 7) Kepuasan konsumen memediasi sebagian (partial mediation) pengaruh kualitas produk terhadap minat beli ulang, 8) Kepuasan konsumen memediasi penuh (full mediation) pengaruh store atmosphere terhadap minat beli ulang. Penemuan baru dalam penelitian ini terletak pada pengungkapan bahwa, meskipun electronic word of mouth dan kualitas layanan tidak memiliki dampak langsung terhadap minat beli ulang, kepuasan konsumen menjadi perantara krusial yang menghubungkan keduanya secara menyeluruh.
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