PENGARUH KUALITAS PRODUK, KEMUDAHAN, DAN HARGA TERHADAP NIAT BELI ULANG DENGAN KEPUASAN SEBAGAI VARIABEL INTERVENING (Studi Pada Pelanggan Produk Fashion Melalui Toko online di Surabaya)

Abstract

ABSTRACT The increasing internet users in the world led to the changes of online shopping model. High security risks of online shopping actually increase the growth of online stores world wide. One of the best selling products sold in online stores are fashion products whereas such products are experience goods. The purpose of this study was to analyze and discuss the influence of the products quality , eases, and prices on the repurchase intention and satisfaction as an intervening variable. Satisfaction was measured by several drivers of satisfaction to determine the extent of repurchase intention made by fashion product customer. Respondents in this study were women and men aged 20- 40 years who have made purchases of fashion products in online store at least twice with the last purchase is within the last six month. The sampling method used was non probability sampling and sampling techniques used was judgmental sampling. The sample used in this research was 210. Data collection technique used in this study was questionnaire. Data were analyzed using path analysis with AMOS program. The results of this study indicate that the product quality, ease, and price have a significant effect on satisfications. Ease significantly influence the repurchase intentions While the quality of the product does not affect the repurchase intentions and the price negatively affect of the repurchase intention. The results of this study also show that the product quality, ease, and price has indirect influence on repurchase intentions and through satisfaction as mediating variables. But, the first mediation test (product quality) was proven to be fully mediating while the ease and price was proven to be partially mediating.