Service innovation Mcdonald’s menciptakan customer experience yang berpengaruh terhadap repurchase intention
Abstract
This study aims to describe service innovation, customer experience, and repurchase intention as well as the effect of service innovation and customer experience on repurchase intentions of 108 consumers of McDonald's Dago Bandung. The questionnaire was used as a research instrument to collect data from respondents. The design of this research was cross sectional with an explanative approach through the explanatory survey method. The analysis technique used is an explanative technique using path analysis. Based on the research results, there is a positive and significant influence between service innovation and customer experience on on repurchase intention of consumers of McDonald's Dago Bandung. The variable that has the most dominant influence is the effect of customer experience. Explanatively, the data show that service innovation and customer experience have an effect on repurchase intention in the moderate category.
Penelitian ini bertujuan untuk mengetahui gambaran inovasi layanan, pengalaman pelanggan, dan niat beli kembali serta pengaruh inovasi layanan dan pengalaman pelanggan terhadap niat beli kembali konsumen di McDonald's Dago Bandung yang berjumlah 108 responden. Kuesioner digunakan sebagai instrumen penelitian untuk mengumpulkan data dari responden. Desain penelitian ini adalah cross sectional dengan pendekatan eksplanatif melalui metode explanatory survey. Teknik analisis yang digunakan adalah teknik eksplanatif dengan menggunakan analisis jalur. Berdasarkan hasil penelitian, terdapat pengaruh yang positif dan signifikan antara inovasi layanan dan pengalaman pelanggan terhadap niat beli kembali pada konsumen McDonald's Dago Bandung. Variabel yang memiliki pengaruh paling dominan adalah pengaruh pengalaman pelanggan. Secara eksplanatif, data menunjukkan bahwa inovasi layanan dan pengalaman pelanggan berpengaruh terhadap niat beli kembali dengan kategori sedang.
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DOI: https://doi.org/10.17509/strategic.v21i2.31275
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