ANALISIS KEPUASAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA PENGARUH POST-PURCHASE EXPERIENCE TERHADAP MINAT BELI ULANG DI SOCIOLLA

Abstract

Sociolla is an e-commerce in Indonesia that specifically sells beauty products, with the highest number of web visitors from other similar e-commerce. This can be affected by the post- purchase experience which includes customer service, shipping, tracking and returns. Because by improving the quality of service will create customer satisfaction. The purpose of this study was to analyze customer satisfaction as a mediating variable on the effect of Post-Purchase Experience on repurchase interest. The method used in this study is descriptive and causal quantitative methods, analytical techniques using path anlysis and sobel test. The sampling technique used is non-probability sampling and incidental sampling. The total sample used is 100 respondents with criteria that have shopped and are interested in shopping again at Sociolla.

The results of the study indicate that Post-Purchase Experience has a significant effect on customer satisfaction, customer satisfaction has a significant effect on repurchase interest, post- purchase experience partially does not have a significant effect on repurchase interest and post- purchase experience has a significant effect on repurchase interest. Through customer satisfaction. From the results of the research, suggestions for companies to improve the post- purchase experience in terms of shipping by building a relationship on one of the expedition services in Indonesia in order to provide better shipping services.