Analisis Faktor-Faktor yang Mempengaruhi Kepuasan dan Minat Pembelian Ulang Pelanggan pada Bisnis Food and Beverage
DOI:
https://doi.org/10.59188/jurnalsostech.v6i6.32893Keywords:
Kualitas Produk, Harga dan Nilai, Kualitas Layanan, Promosi Digital, Kemudahan PembelianAbstract
Penelitian ini bertujuan untuk menganalisis faktor-faktor yang memengaruhi kepuasan pelanggan dan minat pembelian ulang pada bisnis Food and Beverage (F&B). Penelitian difokuskan pada pengaruh kualitas produk, harga dan nilai, kualitas layanan, promosi digital, serta kemudahan pembelian terhadap kepuasan pelanggan dan dampaknya terhadap minat pembelian ulang. Kepuasan pelanggan dalam penelitian ini diposisikan sebagai variabel mediasi yang menjelaskan mekanisme hubungan antara faktor-faktor pemasaran dan perilaku pembelian ulang pelanggan. Penelitian menggunakan pendekatan kuantitatif dengan desain eksplanatori. Data primer diperoleh melalui penyebaran kuesioner kepada 100 responden yang merupakan pelanggan bisnis F&B dan dipilih menggunakan teknik purposive sampling. Instrumen penelitian diukur menggunakan skala Likert lima poin dan dianalisis menggunakan metode Structural Equation Modeling–Partial Least Squares (SEM-PLS). Analisis dilakukan melalui evaluasi model pengukuran (outer model) dan model struktural (inner model), serta pengujian pengaruh langsung dan tidak langsung antarvariabel melalui prosedur bootstrapping. Hasil penelitian menunjukkan bahwa kualitas produk, harga dan nilai, kualitas layanan, promosi digital, dan kemudahan pembelian merupakan faktor-faktor yang berperan dalam membentuk kepuasan pelanggan. Selanjutnya, kepuasan pelanggan memiliki peran penting dalam meningkatkan minat pembelian ulang pelanggan pada bisnis F&B. Temuan penelitian juga mengindikasikan bahwa penciptaan pengalaman pelanggan yang positif melalui kombinasi kualitas produk, pelayanan yang baik, harga yang sesuai, promosi digital yang efektif, dan proses pembelian yang mudah merupakan strategi yang relevan untuk mempertahankan pelanggan dan meningkatkan keberlanjutan bisnis. Penelitian ini memberikan kontribusi teoretis dengan memperkuat konsep kepuasan pelanggan sebagai variabel mediasi dalam hubungan antara atribut pemasaran dan minat pembelian ulang pada industri F&B.
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