Pengaruh Kepuasan Pelanggan dan Harga Terhadap Niat Pembelian Ulang yang di Mediasi Kesetiaan Pelanggan pada Produk Sepatu Adidas di Surabaya
Daftar Isi:
- Aims of this research is to determine and analyze Effect of Customer Satisfaction and Price toward Repurchase Intention with Mediated Role of Customer Loyalty at Adidas Shoes in Surabaya. This research is a survey one as main data source in form of questionnaires. Samples were as many as 100 customers of Adidas shoes in Surabaya. The data analysis technique used was Warp-PLS 6.0. The results showed that Customer Satisfaction had a direct effect of 0.368 on Customer Loyalty and significant with p value of <0.001 (<0.05). The price has a direct effect of 0.606 on Customer Loyalty and significant with p value of <0.001 (<0.05). Customer Loyalty has a direct effect of 0.566 on Repurchase Intention and significant with p value of <0.001 (<0.05). Consumer satisfaction has a partial mediating role in the effect of Customer Satisfaction on Repurchase Intention. Keywords: Customer Satisfaction, Price, Repurchase Intention, Customer Loyalty, Adidas