THE ROLE OF CUSTOMER SATISFACTION IN MEDIATING THE INFLUENCE OF SERVICE QUALITY AND CUSTOMER EXPERIENCE ON REPURCHASE INTENTION: A STUDY OF TOKOPEDIA APPLICATION USERS IN DENPASAR CITY

Abstract

Repurchase intention is the desire to make a repurchase in the future. Looking at the phenomenon, this research examines the Influence of service quality and customer experience on repurchase intentions on the Tokopedia application, with customer satisfaction as a mediating variable. This research aims to explain the role of customer satisfaction in mediating the Influence of service quality and customer experience on repurchase intentions. The grand Theory used in this research explains that consumer behaviour, in this case, purchasing decisions, is influenced by purchasing intentions, namely the Theory of planned behaviour (TPB). The research was conducted on Tokopedia application users in Denpasar, with a sample size of 190 respondents. The data collection technique was completed by completing a questionnaire distributed online via Google Forms. The analysis technique in this research uses a Structural Equation Model (SEM) with a Partial Least Square (PLS) approach. Based on the results of the analysis, it was found that service quality has a positive and significant effect on customer satisfaction and repurchases intentions. Customer experience positively and significantly affects customer satisfaction and repurchases intentions. Customer satisfaction has a positive and significant effect on repurchase intentions. The role of customer satisfaction can mediate the Influence of the relationship between service quality and customer experience on repurchase intentions. Based on the research results, it is hoped that it will enrich the development of marketing management knowledge, especially related to repurchase intentions, and become a reference for companies in implementing policies to improve marketing performance.

Keywords

• customer satisfaction
• service quality
• customer experience
• repurchase intention