Kepuasan Konsumen Sebagai Variabel Mediasi Hubungan Influencer dan Kualitas Produk Terhadap Minat Beli Ulang Tender Care Protecting Balm
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Abstract
Various kinds of lip care brands circulating in Indonesia make companies have to be able to compete and keep up with the times so that these products continue to be in demand by consumers. The purpose of this study was to determine the influence of influencers and product quality on the intention to repurchase Tender Care Protecting Balm through consumer satisfaction. Sampling was done by purposive sampling method and data collection was done by distributing questionnaires to 85 respondents. Data analysis was performed using the structural equation modeling (SEM) method. The results showed that consumer satisfaction as a mediating variable was influenced by influencers with an influence of 0.9%, product quality with a direct influence of 88.3%. Repurchase intention is influenced by influencers with an influence of 36%, product quality with a direct influence of 26.8%, consumer satisfaction with a direct influence of 32.4%. Consumer satisfaction has no effect on repurchase intention so that consumer satisfaction cannot mediate the effect of influencers and product quality on repurchasing intention of Tender Care Protecting Balm. Allegedly because there are other factors, namely price discounts that affect more interest in repurchasing.
Keywords: Influencers, Consumer Satisfaction, Product Quality, Repurchase Intention, Lip Balm.
Berbagai macam merek perawatan bibir yang beredar di Indonesia membuat perusahaan harus dapat bersaing dan mengikuti perkembangan jaman agar produk tersebut terus diminati oleh konsumen. Tujuan dari penelitian ini adalah untuk mengetahui pengaruh influencer dan kualitas produk terhadap minat beli ulang Tender Care Protecting Balm melalui kepuasan konsumen. Pengambilan sampel dilakukan dengan metode purposive sampling dan pengumpulan data dilakukan dengan penyebaran kuesioner kepada 85 responden. Analisis data dilakukan dengan metode structural equation modeling (SEM). Hasil penelitian menunjukkan bahwa kepuasan konsumen sebagai variabel mediasi dipengaruhi oleh influencer dengan pengaruh sebesar 0,9%, kualitas produk dengan pengaruh langsung sebesar 88,3%. Minat beli ulang dipengaruhi oleh influencer dengan pengaruh sebesar 36%, kualitas produk dengan pengaruh langsung sebesar 26,8%, kepuasan konsumen dengan pengaruh langsung sebesar 32,4%. Kepuasan konsumen tidak berpengaruh terhadap minat beli ulang sehingga kepuasan konsumen tidak dapat memediasi pengaruh influencer dan kualitas produk terhadap minat beli ulang Tender Care Protecting Balm. Diduga karena ada faktor lain yaitu diskon harga yang lebih mempengaruhi minat beli ulang.
Keywords: influencer, kepuasan konsumen, kualitas produk, minat beli ulang, pelembab bibir.
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