PENGARUH SALES PROMOTION DAN KUALITAS PELAYANAN TERHADAP KEPUASAN KONSUMEN SERTA DAMPAKNYA PADA MINAT PEMBELIAN ULANG (Survei pada Konsumen Jasa GrabCar di Kota Malang)

Abstract

This research aimed to (1) explaining the influence of Sales Promotion on Customer Satisfaction, (2) explaining the influence of Sales Promotion on Re-purchase Intention, (3) explaining the influence of Service Quality on Customer Satisfaction, (4) explaining the influence of Service Quality on Re-purchase Intention, (5) explaining the influence of Customer Satisfaction on Re-purchase Intention. The type of this research is explanatory research with quantitative approach. The variables of the research are Sales Promotion, Service Quality, Customer Satisfaction, and Re-purchase Intention. The criteria of population in this research are (1) GrabCar’s consumer with 18 years old as the minimum of age, (2) who have been in Malang City when the research was conducted, and (3) who have ever used GrabCar’s service in Malang City at least once. The sampling technique for this research was using purposive sampling and the data collection method by distributing questionnaire directly (offline) to 116 respondents according to population criteria. Data analysis used descriptive analysis and path analysis. Kеywords: Sales Promotion, Service Quality, Customer Satisfaction, Re-purchase Intention АBSTRАK Penelitian ini bertujuan untuk (1) menjelaskan pengaruh Sales Promotion terhadap Kepuasan Konsumen, (2) menjelaskan pengaruh Sales Promotion terhadap Minat Pembelian Ulang, (3) menjelaskan pengaruh Kualitas Pelayanan terhadap Kepuasan Konsumen, (4) menjelaskan pengaruh Kualitas Pelayanan terhadap Minat Pembelian Ulang, (5) menjelaskan pengaruh Kepuasan Konsumen terhadap Minat Pembelian Ulang. Jenis penelitian ini adalah eksplanatori ( explanatory research ) dengan pendekatan kuantitatif. Variabel pada penelitian ini terdiri dari Sales Promotion , Kualitas Pelayanan, Kepuasan Konsumen, dan Minat Pembelian Ulang. Kriteria populasi dalam penelitian ini adalah konsumen dengan usia minimal 18 tahun, berada di Kota Malang pada saat dilakukannya penelitian, dan telah melakukan pembelian jasa GrabCar di wilayah Kota Malang minimal satu kali. Teknik pengambilan sampel yang digunakan adalah purposive sampling dan metode pengumpulan data melalui kuesioner secara langsung ( offline ) kepada 116 responden yang sesuai dengan kriteria populasi. Analisis data yang digunakan adalah analisis deskriptif dan analisis jalur (path analysis) . Kаtа Kunci: Sales Promotion , Kualitas Pelayanan, Kepuasan Konsumen dan Minat Pembelian Ulang

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