Anteseden Repurchase Intention dengan Uji Mediasi dan Moderasi
DOI:
https://doi.org/10.71456/sur.v4i1.1456Keywords:
Service Encounter, Perceived Value, Positif E-Wom Communication, Service Innovativeness, Repurchase IntentionAbstract
Penelitian ini bertujuan untuk menguji dan menganalisis anteseden repurchase intention dengan uji mediasi dan moderasi. Metode teknik pengumpulan data yang digunakan adalah non‑probability sampling dengan metode penarikan sampel purposive sampling. Data dikumpulkan secara langsung dari hasil penyebaran kuesioner menggunakan platform google forms. Sampel yang digunakan dalam penelitian ini adalah pelanggan hotel yang pernah menginap di hotel berbintang dalam enam bulan terakhir. Pengujian hipotesis dilakukan dengan metode Structural Equation Model (SEM) dengan bantuan software AMOS. Hasil dari penelitian ini menunjukkan bahwa terdapat pengaruh positif dari service encounter dan positif e-wom communication terhadap repurchase intention. Hasil penelitian juga menunjukkan tidak terdapat pengaruh positif perceived value terhadap repurchase intetion. Hasil lainnya menunjukkan bahwa perceived value memediasi pengaruh dari service encounter terhadap repurchase intention dan service innovativeness dapat memoderasi perngaruh service encounter terhadap perceived value dan repurchase intention.
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