Update Artikelilmiah: 33643

HENLY RISTHANI SUMBAYAK

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Abstrak (Bhs. Indonesia)

Penelitian ini merupakan penelitian mengenai pengaruh harga dan service quality terhadap keputusan pembelian ulang. Penelitian ini berjudul “Pengaruh Harga dan Service Quality Terhadap Keputusan Pembelian Ulang dengan Kepuasan Pelanggan Sebagai Variabel Mediasi (Studi Pada Pengguna Go-Ride)”.
Populasi dalam penelitian ini adalah pelanggan yang pernah menggunakan layanan Go-Ride minimal dua kali di seluruh wilayah Indonesia. Sampel pada penelitian ini sebanyak 115 responden yang diambil menggunakan metode non probability sampling.
Berdasarkan hasil penelitian yang dilakukan dengan menggunakan analisis regresi berganda diolah dengan software AMOS menunjukkan bahwa : (1) Harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan Go- Ride. (2) Service quality memiliki pengaruh yang positif dan signifikan terhadap kepuasan pelanggan Go-Ride (3) Kepuasan pelanggan berpengaruh positif dan signifikan terhadap keputusan pembelian ulang layanan Go-Ride. (4)Harga berpengaruh positif dan signifikan terhadap keputusan pembelian ulang pengguna layanan Go-Ride. (5) Service quality berpengaruh positif dan signifikan terhadap keputusan pembelian ulang layanan Go-Ride. (6) Berdasarkan Hasi uji statistik Harga berpengaruh positif dan signifikan terhadap kepuasan pelanggan Go-Ride. (7) Kepuasan pelanggan dapat memediasi pengaruh harga terhadap keputusan pembelian ulang.
Kata kunci: Harga,Service  Quality,Kepuasan Pelanggan dan Keputusan Pembelian Ulang

Abtrak (Bhs. Inggris)

This research is a research on the effect of price and service quality on repurchase decisions.  This study entitled "The Influence of Price and Service Quality on Repurchase Decisions with Customer Satisfaction as a Mediation Variable (Study on Go-Ride Users)".
 The population in this study are customers who have used Go-Ride services at least twice throughout Indonesia.  The sample in this study was 115 respondents who were taken using a non-probability sampling method.
 Based on the results of research conducted using multiple regression analysis processed with AMOS software, it shows that: (1) Price has a positive and significant effect on Go-Ride customer satisfaction.  (2) Service quality has a positive and significant effect on Go-Ride customer satisfaction (3) Customer satisfaction has a positive and significant effect on the decision to repurchase Go-Ride services.  (4) Price has a positive and significant effect on the decision to repurchase Go-Ride service users.  (5) Service quality has a positive and significant effect on the decision to repurchase Go-Ride services.  (6) Based on the results of statistical tests, prices have a positive and significant effect on Go-Ride customer satisfaction.  (7) Customer satisfaction can mediate the effect of price on repurchase decisions.
Keywords: Price, Service Quality, Customer Satisfaction and Repurchase Decision

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