PENINGKATAN PEMBELIAN ULANG MELALUI PROMOSI, CITRA PERUSAHAAN, PELAYANANAN DENGAN MEDIASI KEPUASAN PELANGGAN
Abstract
Abstrak
Sejak diberlakukannya lelang elektronik, persaingan bisnis jasa konstruksi sangat tinggi.
Hal ini berdampak pada berkurangnya paket pekerjaan dan penurunan jumlah pelanggan,
sehingga mengurangi pendapatan dan laba perusahaan. Tujuan dari studi ini adalah
menganalisis pengaruh promosi, citra perusahaan, pelayanan terhadap kepuasan pelanggan
dalam meningkatkan pembelian ulang. Penelitian ini menggunakan pendekatan kuantitatif
eksplanatori dengan metode survei. Sampel penelitian adalah sebanyak 53 user CV. Selaksa
Prada, diambil dengan menggunakan metode sensus. Teknik analisis data digunakan analisis
jalur. Hasil penelitian menunjukkan terdapat pengaruh positif promosi, citra perusahaan,
pelayanan terhadap kepuasan pelanggan. Hasil selanjutnya menjelaskan terdapat pengaruh
positif promosi, citra perusahaan, pelayanan dan kepuasan pelanggan terhadap pembelian
ulang.
Kata kunci: promosi, citra perusahaan, pelayanan, kepuasan pelanggan, pembelian ulang.
Abstract
Since the introduction of electronic auctions, the competition of construction services business
is very high. These results in reduced work packages and decreases in subscriber numbers,
thereby reducing earnings and profits. The purposes of this study are to analyze the influence
of promotion, corporate image, and service to customer satisfaction, toward increase repeat
purchase. This study used explanatory quantitative approach with survey method. The samples
of research are 53 users CV. Selaksa Prada, taken using the census method. Data analysis
techniques path analysis. The results showed there are positive influences of promotion,
corporate image, and service to customer satisfaction. The results further explain that there
are positive influences of promotion, corporate image, service, and customer satisfaction with
repeat purchase
Keywords : Promotion,Corporate image,service quality,Customer satisfaction, Repeat purchase
Full Text:
PDFDOI: https://doi.org/10.33633/ja.v2i1.2694
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