Pengaruh Country of Origin Terhadap Niat Beli Ulang: Mediasi Ganda Komunikasi Getok Tular Dan Kepuasan Pelanggan
DOI:
https://doi.org/10.58812/jmws.v4i11.2819Kata Kunci:
Country of Origin, Niat Beli Ulang, Komunikasi Getok Tular, Kepuasan, Skincare KoreaAbstrak
Penelitian ini bertujuan untuk menguji variabel niat beli ulang. Niat beli ulang konsumen dipengaruhi oleh faktor country of origin, komunikasi getok tular, serta kepuasan pelanggan. Data didapatkan dari kuesioner yang disebarkan secara daring pada responden yang memenuhi persyaratan (masyarakat yang menggunakan produk skincare Korea). Teknik penyampelan menggunakan purposive sampling dimana responden berjumlah 200. Uji hipotesis menggunakan 2 metode analisis yaitu Structural Equation Model (SEM) dan analisis regresi dengan variabel mediasi. Hasil penelitian menunjukkan bahwa country of origin dan kepuasan pelanggan tidak berpengaruh positif terhadap niat beli ulang. Sebaliknya, komunikasi getok tular terbukti berpengaruh positif terhadap niat beli ulang. Hanya kepuasan pelanggan yang memediasi hubungan antara country of origin dengan niat beli ulang, sementara komunikasi getok tular tidak berperan sebagai mediator.
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