Analisis Pengaruh Customer Experience Terhadap Repurchase Intention (Studi Kasus Pada Konsumen Wardah di Indonesia)
Abstract
Penelitian ini dilakukan untuk mengetahui Pengaruh Customer Experience Terhadap Repurchase Intention pada produk Wardah di Indonesia. Data yang didapatkan dalam penelitian ini dikumpulkan dengan cara menyebarkan kuesioner melalui google form, kuesioner ini ditujukan kepada mereka yang menggunakan produk Wardah. Metode yang digunakan pada penelitian ini adalah metode analisis regresi linier berganda dengan variabel yang digunakan yaitu Sense Experience (X1), Feel Experience (X2), Think Experience (X3), Act Experience (X4), dan Relate Experience (X5) serta Repurchase Intention (Y). Jenis penelitian ini adalah kuantitatif dan menggunakan sampel berjumlah 100 responden. Peneliti menggunakan software IBM SPSS 22 untuk membantu dalam pengolahan data. Dari hasil penelitian dapat disimpulkan bahwa sense experience, feel experience, think experience, act experience, dan relate experience tidak memberikan pengaruh terhadap variabel repurchase intention. Maka dari itu, perusahaan perlu memperhatikan dan membangun pengalaman konsumennya untuk menambah minat beli ulang.
Kata Kunci: Customer Experience; Repurchase Intention, Kosmetik
Abstract
The data obtained in this study were collected by distributing questionnaires via google form, this questionnaire was addressed to those who use Wardah products. The method used in this study is multiple linear regression analysis with the variables used are Sense Experience (X1), Feel Experience (X2), Think Experience (X3), Act Experience (X4), and Relate Experience (X5) and Repurchase Intention (Y). This type of research is quantitative and uses a sample of 100 respondents. Researchers used IBM SPSS 22 software to assist in data processing. From the results of the study, it can be concluded that sense experience, feel experience, think experience, act experience, and relate experience do not have a influence on the repurchase intention variable. Therefore, companies need to pay attention to and build on their consumer experiences to increase repurchase interest.
Keywords: Customer Experience; Repurchase Intention, Cosmetics
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DOI: https://doi.org/10.37531/sejaman.v5i2.1811
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