AUGMENTED REALITY, POSITIF E-WOM DAN CUSTOMER SATISFACTION TERHADAP REPURCHASE INTENTION PADA APLIKASI IKEA

Abstract

Dunia digital menawarkan potensi besar, terutama bagi perusahaan yang menggunakan media elektronik untuk mempromosikan produk mereka. Bisnis memanfaatkan teknologi untuk memasarkan produk melalui aplikasi yang memungkinkan pelanggan menelusuri barang kapan saja dan dari mana saja tanpa harus mengunjungi toko fisik. Inovasi teknologi sangat perlu didasarkan pada respons pelanggan terhadap perubahan serta melacak pola pembelian yang muncul. Penelitian ini meneliti hubungan antara augmented reality dan niat pembelian ulang serta hubungan antara eWOM dan niat pembelian ulang, dengan peran mediasi yang dimainkan oleh kepuasan pelanggan dalam kedua hubungan ini. Sebanyak 180 responden berpartisipasi dalam penelitian ini, yang dilakukan pada pelanggan IKEA di Denpasar. Teknik purposive sampling digunakan dalam pengumpulan data melalui kuesioner. Hasil analisis menunjukkan bahwa: Augmented reality, eWOM, dan kepuasan pelanggan dapat secara positif dan signifikan memengaruhi niat pembelian ulang. Kepuasan pelanggan dapat memediasi hubungan antara augmented reality dan niat pembelian ulang, serta memediasi hubungan antara eWOM dan niat pembelian ulang. Diharapkan perusahaan mempertimbangkan penelitian ini dalam menentukan pendekatannya. The digital world offers great potential, especially for companies that use electronic media to promote their products. Businesses leverage technology to market products through applications that allow customers to browse items anytime and anywhere without needing to visit physical stores. Technological innovations must be based on customer responses to changes and track emerging purchasing patterns. This study examines the relationship between augmented reality and repurchase intention as well as the relationship between eWOM and repurchase intention, with customer satisfaction playing a mediating role in both relationships. A total of 180 respondents participated in this study, conducted on IKEA customers in Denpasar. The purposive sampling technique was used for data collection through questionnaires. The analysis shows that augmented reality, eWOM, and customer satisfaction can positively and significantly influence repurchase intention. Customer satisfaction can mediate the relationship between augmented reality and repurchase intention, as well as mediate the relationship between eWOM and repurchase intention. It is hoped that companies will consider this research in determining their approach.