Analisis Faktor-Faktor yang Mempengaruhi Customer Satisfaction, Customer Loyalty, dan Purchase Intention pada Komunitas Barang Fashion Mewah di Kota Batam

Meylia, Nadya (2020) Analisis Faktor-Faktor yang Mempengaruhi Customer Satisfaction, Customer Loyalty, dan Purchase Intention pada Komunitas Barang Fashion Mewah di Kota Batam. Undergraduate thesis, Universitas Internasional Batam.

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Abstract

Penelitian ini bertujuan untuk mengetahui faktor-faktor yang mempengaruhi customer satisfaction, customer loyalty, dan purchase intention pada komunitas barang fashion mewah di Kota Batam. Variabel independen yang dianalisa adalah integration, interactivity as a process, perceived interactivity, dan attitude. Responden penelitian ini berjumlah 247 orang dari anggota komunitas salah satu akun fans page/official page di media sosial Instagram atau Facebook. Pengumpulan data dilakukan dengan penyebaran kuesioner secara online. Data diproses dengan menggunakan program SPSS versi 23 dan program SMARTPLS versi 3.0 untuk analisis hubungan variabel yang berjenjang. Berdasarkan hasil analisis hubungan antar variabel, didapatkan data bahwa integration berpengaruh signifikan positif terhadap interaction as a process, interaction as a process berpengaruh signifikan positif terhadap perceived interactivity, perceived interactivity berpengaruh signifikan positif terhadap attitude, attitude berpengaruh signifikan positif terhadap customer satisfaction, dan customer loyalty berpengaruh signifikan positif terhadap purchase intention. Dengan demikian direkomendasikan untuk para produsen/penjual barang fashion mewah di media sosial agar membuat strategi marketing yang tepat dengan memperhatikan faktor-faktor yang berkaitan dengan integrasi komunitas yang selanjutnya dapat meningkatkan penjualan barang fashion mewah mereka.-------------------------This research was conducted to find out what factors that influence customer satisfaction, customer loyalty, and purchase intention in the luxury fashion goods community in Batam City. The independent variable used is integration, interactivity as a process, perceived interactivity, and attitude. This study used 247 respondents from community members on one of the fan page/official page accounts on social media, i.e. Instagram or Facebook. Data collection was carried out by distributing questionnaires online. Data processing was performed using the SPSS version 23 program and the SMARTPLS version 3.0 program for tiered relationship variable analysis. Based on the analysis result of the relationship between variables, it is found out that integration has a significant positive effect on interaction as a process, interaction as a process has a significant positive effect on perceived interactivity, perceived interactivity has a significant positive effect on attitudes, attitudes have a significant positive effect on customer satisfaction, and customer loyalty has a significant positive effect on purchase intention. Thus it is recommended for producers/sellers of luxury fashion goods on social media to make the right marketing strategy by paying attention to factors related to community integration which can further increase the sales of their luxury fashion goods.

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