Pengaruh Kualitas Pelayanan, Kualitas Produk Terhadap Minat Beli Ulang Pengguna E-Commerce Shopee Dengan Kepuasan Pelanggan Sebagai Variable Intervening Pada Masyarakat Kota Bandar Lampung

Abstract

This study aims to find out whether service quality and product quality affect repurchase
intention with customer satisfaction as the intervening variable. This type of research
conducted in research is to use quantitative research. The population in this study were
Sprighill residents, Bandar Lampung City, totaling 140 people who actively use Shopee.
Determining the number of samples using the Sovlin formula with an error margin of 5%, a
sample of 50 was obtained. The data collection technique used was interviews and
questionnaires. data analysis used included validity test, reliability test, normality test,
linearity test, homogeneity test. Data analysis in this study used Regression Analysis of
Mediating Variables with the Causal Step Method with the help of the SPSS version 25.0
application. Service quality, product quality has a positive and significant impact on
customer satisfaction with Shopee users in the Bandar Lampung City Community. Product
Quality, Service Quality have a positive and significant impact on the repurchase intention of
Shopee users in the Bandar Lampung City Community. Customer satisfaction has a positive
and significant influence on the repurchase intention of Shopee users in the Bandar Lampung
City Community