Peran Trust Dan Satisfaction Dalam Membentuk Repurchase Intention Dan Intens To Recommend: Perspektif Pelanggan Klinik Skincare Dr Metz
Sari
Abstrak
Produk dengan inovasi baru seringkali membutuhkan waktu dan strategi khusus untuk dapat diterima secara luas oleh masyarakat. Hal ini menuntut adanya pendekatan yang tepat guna meningkatkan kepercayaan dan kepuasan konsumen agar mendukung niat pembelian ulang serta intensi merekomendasikan produk tersebut. Penelitian ini bertujuan untuk menganalisis pengaruh kepercayaan (trust) dan kepuasan (satisfaction) terhadap niat pembelian ulang (repurchase intention) serta dampaknya terhadap intensi merekomendasikan (intention to recommend) pada konsumen Klinik Skincare Dr. Metz Sukabumi. Penelitian menggunakan pendekatan kuantitatif-asosiatif dengan metode survei. Sampel diambil secara non-probability sampling dengan teknik purposive sampling, melibatkan 100 responden. Pengumpulan data dilakukan melalui kuesioner, dan analisis data menggunakan software SPSS 25. Pengujian kualitas instrumen mencakup uji validitas dan reliabilitas, sedangkan pengujian asumsi klasik meliputi uji normalitas, multikolinearitas, dan heteroskedastisitas. Analisis data melibatkan regresi linier berganda, uji t, uji f, serta analisis jalur. Hasil penelitian mempertahankan dan meningkatkan tingkat kepuasan serta kepercayaan konsumen, yang pada akhirnya dapat memperkuat niat pembelian ulang dan intensi merekomendasikan produk kepada pihak lain.
Kata Kunci: Kepercayaan,Kepuasan,Niat Pembelian Kembali,Intensi Rekomendasi.
Abstract
New innovation products often require time and special strategies to be widely accepted by the public. This requires an appropriate approach to increase consumer trust and satisfaction in order to support repurchase intentions and the intention to recommend the product. This study aims to analyze the effect of trust and satisfaction on repurchase intentions and their impact on the intention to recommend consumers of Dr. Metz Sukabumi Skincare Clinic. The study used a quantitative-associative approach with a survey method. Samples were taken using non-probability sampling with a purposive sampling technique, involving 100 respondents. Data collection was carried out through questionnaires, and data analysis used SPSS 25 software. Instrument quality testing includes validity and reliability tests, while classical assumption testing includes normality, multicollinearity, and heteroscedasticity tests. Data analysis involved multiple linear regression, t-test, f-test, and path analysis. The results of the study maintained and increased the level of consumer satisfaction and trust, which in turn can strengthen repurchase intentions and the intention to recommend the product to others.
Keywords: Trust, Satisfaction, Repurchase Intention, Recommendation Intention.
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DOI: https://doi.org/10.37531/yum.v8i1.8056
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