PENGARUH LOKASI DAN KUALITAS PELAYANAN TERHADAP MINAT BELI ULANG MELALUI KEPUASAN KONSUMEN SEBAGAI VARIABEL INTERVENING PADA LL PARFUM SITUBONDO

Abstract

The purpose of the study was to determine the effect of location and service quality on repurchase intention through consumer satisfaction as an intervening variable in LL Parfum Situbondo. The sampling technique used in this study is probability sampling with a simple random sampling technique with the Slovin formula with a tolerable error rate of 10% as many as 98 people. Data analysis and hypothesis testing in this study used the Structural Equation Model - Partial Least Square (PLS-SEM)

The results of the direct influence hypothesis test using the Smart PLS 3.0 application, indicate that location has a positive and significant effect on consumer satisfaction, service quality has a positive and significant effect on consumer satisfaction, location has a positive and significant effect on repurchase interest, service quality has a positive and significant effect on interest repurchase, consumer satisfaction has a positive and significant effect on repurchase intention, location has a positive but not significant effect on repurchase interest through consumer satisfaction, service quality has a positive and significant effect on repurchase interest through consumer satisfaction.