PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH LIFESTYLE, CITRA TOKO DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIANULANG PADA HIJAB BILLAH DI SITUBONDO

Isti Qomariah, Isti and Karnadi, Karnadi and Hendra syahputra, Hendra (2024) PERAN KEPUASAN PELANGGAN DALAM MEMEDIASI PENGARUH LIFESTYLE, CITRA TOKO DAN DIGITAL MARKETING TERHADAP KEPUTUSAN PEMBELIANULANG PADA HIJAB BILLAH DI SITUBONDO. Other thesis, Universitas Abdurachman Saleh Situbondo.

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Abstract

Tujuan penelitian yaitu untuk mengetahui Peran Kepuasan Pelanggan Dalam Memediasi Lifestyle, Citra Toko dan Digital Marketing Terhadap Keputusan Pembelian Ulang Pada Butik Hijab Billah Di Situbondo. Populasi dalam penelitian ini adalah seluruh pelanggan Hijab Billah. Teknik sampling yang digunakan dalam penelitian ini metode probability sampling menggunakan Teknik random sampling. Analisis data dan pengujian hipotesis dalam penelitian ini menggunakan Model Persamaan Struktural – Partial Least Square (PLS-SEM). Hasil penelitian menunjukkan bahwa Lifestyle berpengaruh positif dan signifikan terhadap Kepuasan pelanggan, Citra toko berpengaruh positif namun tidak signifikan terhadap Kepuasan pelanggan, Digital marketing berpengaruh positif dan signifikan terhadap Kepuasan pelanggan, Lifestyle berpengaruh positif dan signifikan terhadap Keputusan pembelian ulang, Citra toko berpengaruh positif dan signifikan terhadap Keputusan pembelian ulang, Digital marketingberpengaruh positif namun tidak signifikan terhadap Keputusan pembelian ulang, Kepuasan pelanggan berpengaruh positif dan signifikan terhadap Keputusan pembelian ulang, Lifestyle berpengaruh positif namun tidak signifikan terhadap Keputusan pembelian ulang melalui Kepuasan pelanggan, Citra toko berpengaruh positif namun tidak signifikan terhadap Keputusan pembelian ulang melalui Kepuasan pelanggan, Digital marketing berpengaruh positif namun tidak signifikan terhadap Keputusan pembelian ulang melalui Kepuasan pelanggan. Kata kunci: Lifestyle, Citra toko, Digital marketing, Keputusan pembelian ulang, Kepuasan pelanggan The aim of this research is to determine the role of customer satisfaction in mediating lifestyle, store image and digital marketing on repurchase decisions at Hijab Billah store in Situbondo. The population of this research is all Hijab Billah customers. The sampling technique applied in this research is the probability sampling method using random sampling technique. Data analysis and hypothesis test in this research used the Partial Least Squares - Structural Equation Modeling (PLS-SEM). The results of the research showed that lifestyle had a positive and significant effect on customer satisfaction, store image had a positive but not significant effect on customer satisfaction, digital marketing had a positive and significant effect on customer satisfaction, lifestyle had a positive and significant effect on repurchase decisions, store image had a positive and significant effect on repurchase decisions, digital marketing had a positive but not significant effect on repurchase decisions, customer satisfaction had a positive and significant effect on repurchase decisions, lifestyle had a positive but not significant effect on repurchase decisions through customer satisfaction, store image had a positive but not significant effect on repurchase decisions through customer satisfaction, anddigital marketing had a positive but not significant effect on repurchase decisions through customer satisfaction. Keywords: lifestyle, store image, digital marketing, repurchase decisions, customer satisfactions

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Lifestyle, citra toko, digital marketing, keputusan pembelian ulang, kepuasan pelanggan
Subjects:	L Education > L Education (General)
Divisions:	Fakultas Ekonomi > S1 Manajemen
Depositing User:	Isti Qomariah
Date Deposited:	14 Oct 2024 03:53
Last Modified:	14 Oct 2024 03:53
URI:	http://repository.unars.ac.id/id/eprint/2502

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