Main Article Content
Abstract
Penelitian ini bertujuan untuk menganalisis pengaruh kepuasan pelanggan, pengalaman merek, dan kualitas produk terhadap keputusan pembelian, dengan loyalitas pelanggan sebagai variabel mediasi. Di tengah persaingan pasar yang semakin ketat, pemahaman tentang perilaku konsumen menjadi penting bagi keberlangsungan bisnis. Metode yang digunakan adalah kuantitatif dengan pengumpulan data melalui kuesioner yang disebarkan kepada pelanggan Thrifting di Solo Raya. Hasil analisis menunjukkan bahwa kepuasan pelanggan, pengalaman merek, dan kualitas produk berpengaruh signifikan terhadap keputusan pembelian. Selain itu, loyalitas pelanggan berperan sebagai mediator yang memperkuat hubungan antara variabel-variabel tersebut. Temuan ini menekankan pentingnya perusahaan dalam meningkatkan pengalaman pelanggan dan kualitas produk untuk membangun loyalitas yang kuat, sehingga mendorong keputusan pembelian yang berkelanjutan. Penelitian ini memberikan wawasan berharga bagi pengelola bisnis dalam merancang strategi pemasaran yang efektif untuk menarik dan mempertahankan pelanggan di pasar yang kompetitif.
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References
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- Visza Adha, H., & Utami, W. (2021). The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty. Journal of Business and Management Review, 2(12), 861–871. https://doi.org/10.47153/jbmr212.2962021
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References
Aditia, A., Komara, A. T., Roslina, N. Y., & Jatmika, L. (2021). Pengaruh Kualitas Pelayanan Dan Harga Terhadap Kepuasan Konsumen. Acman: Accounting and Management Journal, 1(2), 104–114. https://doi.org/10.55208/aj.v1i2.25
Azizan, N. S., & Yusr, M. M. (2019). the Influence of Customer Satisfaction, Brand Trust, and Brand Image Towards Customer Loyalty. International Journal of Entrepreneurship and Management Practices, 2(7), 93–108. https://doi.org/10.35631/ijemp.270010
Baek, E., Choo, H. J., Wei, X., & Yoon, S. Y. (2020). Understanding the virtual tours of retail stores: how can store brand experience promote visit intentions? International Journal of Retail and Distribution Management, 48(7), 649–666. https://doi.org/10.1108/IJRDM-09-2019-0294
Ernawati, D. (2019). Promosi Terhadap Keputusan Pembelian Produk. Jurnal Wawasan Manajemen, 7, 17–32.
Hanaysha, J. R., Al Shaikh, M. E., & Alzoubi, H. M. (2021). Importance of marketing mix elements in determining consumer purchase decision in the retail market. International Journal of Service Science, Management, Engineering, and Technology, 12(6), 56–72. https://doi.org/10.4018/IJSSMET.2021110104
Marcellino, Y., & Pardede, R. (2023). The Effect Of E-Wom, Price And Service Quality On Purchasing Decisions Mediated By Marketing Strategy (Thrift Shop Empirical Study On Tiktok Social Media). Journal Research of Social Science, Economics, and Management, 3(3), 824–852. https://doi.org/10.59141/jrssem.v3i3.574
Mostafa, R. B., & Kasamani, T. (2021). Brand experience and brand loyalty: is it a matter of emotions? Asia Pacific Journal of Marketing and Logistics, 33(4), 1033–1051. https://doi.org/10.1108/APJML-11-2019-0669
Oktavian, R. F., & Wahyudi, H. (2022). The Influence of Product Quality and Price on Purchase Decisions. Almana : Jurnal Manajemen Dan Bisnis, 6(2), 379–392. https://doi.org/10.36555/almana.v6i2.1911
Roos, H. (2023). A Quantitative research on customer satisfaction within online second hand shopping. In Applied Sciences (Vol. 16, Issue February). http://cyber.felk.cvut.cz/research/theses/papers/271.pdf
Setiobudi, A., Sudyasjayanti, C., & Danarkusuma, A. A. (20211). Pengaruh Pengalaman Pelanggan, Kualitas Layanan Dan Kepercayaan Pelanggan Terhadap Kesediaan Untuk Membayar. Jurnal Bisnis, Manajemen Dan Informatika, 17(3), 238–252.
Surahman, I. G. N., Yasa, P. N. S., & Wahyuni, N. M. (2020). The Effect of Service Quality on Customer Loyalty Mediated by Customer Satisfaction in Tourism Villages in Badung Regency. Jurnal Ekonomi & Bisnis JAGADITHA, 7(1), 46–52. https://doi.org/10.22225/jj.7.1.1626.46-52
Visza Adha, H., & Utami, W. (2021). The Effect of Brand Experience, Brand Personality and Brand Trust on Brand Loyalty. Journal of Business and Management Review, 2(12), 861–871. https://doi.org/10.47153/jbmr212.2962021
Zeithaml et al. (2020). Zeithaml et al. (2006) The Influence of Lifestyle, Physical Environment, and Menu Variety on Customer Loyalty through Customer Satisfaction in the Coffee Shop. 7(March), 102–111.