SKRIPSI: Pengaruh Variasi Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Ulang dengan Kepuasaaan Konsumen sebagai Variabel Intervening pada Konsumen Manna Kampus Simanjuntak

SUSILANINGRUM, Widya (2024) SKRIPSI: Pengaruh Variasi Produk dan Kualitas Pelayanan terhadap Keputusan Pembelian Ulang dengan Kepuasaaan Konsumen sebagai Variabel Intervening pada Konsumen Manna Kampus Simanjuntak. Masters thesis, STIM YKPN Yogyakarta.

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Abstract

Currently, people’s consumption needs are increasing and the presence of retail in society seems to answer the problems of these various needs. Manna Kampus Simanjutak is one of the retail stores in Yogyakarta that still exists today amidst the tight competition in the retail industry. This research aims to analyze the influence of product variaety and service quality on repurchase decisions with customer satisfaction as an interverning variable for Manna Kampus Simanjuntak’s customers. The research was conducted using the path analysis method with a quantitive approach. Samples were taken using a non-probability sampling method with a purposive sampling technique. The number of samples in this study was 140 samples. The research results show that product variety and service quality partially have a positive and significant effect on customer satisfaction. Product variety, service quality and customer satisfaction have a positive and significant effect on repurchase decision. While customer satisfacrion as a mediating variable has a positive and significant effect on either product variety or service quality on repurchase decision.

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