Pengaruh Brand Trust dan Customer Experience Terhadap Repurchase Intention Melalui Customer Loyalty Pada Minuman Tradisional Es Dawet Telasih Di Pasar Gede Solo
DOI:
https://doi.org/10.37385/ceej.v7i2.10222Keywords:
brand trust, customer experience, customer loyalty, es dawet telasih, repurchase intentionAbstract
Penelitian ini bertujuan untuk menganalisis pengaruh Brand Trust dan Customer Experience terhadap Repurchase Intention melalui Customer Loyalty pada Minuman Tradisional Es Dawet Telasih di Pasar Gede Solo. Penelitian menggunakan pendekatan kuantitatif dengan jenis penelitian asosiatif. Responden dipilih melalui purposive sampling, yaitu konsumen yang telah membeli produk minimal satu kali dalam tiga bulan terakhir, dan data dikumpulkan menggunakan kuesioner berbasis skala Likert 5 poin. Analisis data dilakukan menggunakan SmartPLS untuk menguji hubungan antarvariabel dan pengujian hipotesis. Hasil penelitian menunjukkan bahwa Brand Trust dan Customer Experience berpengaruh positif dan signifikan terhadap Repurchase Intention, baik secara langsung maupun tidak langsung melalui Customer Loyalty. Brand Trust memiliki pengaruh langsung (koefisien jalur 0,167; P=0,031) dan tidak langsung melalui loyalitas (0,095; P=0,035), sedangkan Customer Experience berpengaruh langsung (0,283; P=0,004) dan tidak langsung melalui loyalitas (0,244; P=0,002). Model penelitian memiliki kemampuan prediksi yang baik dengan Customer Loyalty dipengaruhi 59,1% oleh variabel eksogen dan Repurchase Intention sebesar 57,1%, serta nilai Q-Square masing-masing 0,347 dan 0,365. Temuan ini menegaskan pentingnya membangun kepercayaan merek dan pengalaman pelanggan untuk mendorong loyalitas dan pembelian ulang.
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