PERAN KEPUASAN KONSUMEN MEMEDIASI PENGARUH NILAI UTILITARIAN TERHADAP NIAT BELI ULANG

Abstrak

Recently, food delivery services are increasingly in demand, one of which is GrabFood. However, looking at the competition, there is a difference between GrabFood's future intentions which are low compared to its competitors. The purpose of this study is to explain the role of consumer satisfaction in mediating the effect of utilitarian values ??on repurchase intentions in using online food delivery services on the GrabFood application. This research was conducted in the city of Denpasar with a sample size determined through non-probability sampling technique of 126 people. This study uses an associative quantitative approach with data analysis used, namely path analysis, Sobel test, and VAF test. The results of this study indicate that the utilitarian value has a positive and significant effect on repurchase intention. The utilitarian value has a positive and significant effect on consumer satisfaction. Consumer satisfaction has a positive and significant effect on repurchase intentions. Consumer satisfaction is expressed as a partial mediating variable in using online food delivery services on the GrabFood application in Denpasar City. The theoretical implication of this research is to provide an understanding that utilitarian values ??and consumer satisfaction can significantly increase repurchase intentions.