PENGARUH KUALITAS PRODUK DAN KETERLIBATAN PELANGGAN TERHADAP REPURCHASE INTENTION MELALUI KEPUASAN PELANGGAAN PADA CASAWOW

Abstract

The aim of this study is to determine and analyze the effect of product quality and customer engagement directly or indirectly on repurchase intention trough customer satisfaction at CasaWow. This research is a quantitative survey approach. The sampling  technique uses purposive sampling to decide 225 respondents. Data collection by accidential technique using questionnaire that has been tested its validity and reliability. Data were analyzed using Stuctural Equation Modeling (SEM) LISREL program. The result of this study show that product quality has significant effect on customer satisfaction by t-value of 3.04, product quality has not significant effect on repurchase intention by t-value of 0.27. Its also customer engagement has significant effect on customer satisfaction by t-value of 5.81, customer engagement has significant effect on repurchase intention by t-value of 2.30, while customer satisfaction has significant effect on repurchase intention by t-value of 2.64. Additionally, there is an indirect effect between product quality on repurchase intention throught customer satisfaction by t-value of 1.97, and there is an indirect effect between customer engagement on repurchase intention throught customer satisfaction by t-value of 2.45.