PENGARUH KUALITAS PRODUK UKM DAN MEDIA SOSIAL TERHADAP MINAT BELI ULANG DENGAN KEPUASAAN PELANGGAN SEBAGAI VARIABEL INTERVENING
Pengaruh Display, Promosi Penjualan dan Kualitas Produk Pada Toko Online Terhadap Loyalitas Konsumen Dengan Variabel Intervening Kepuasan Pelanggan
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Abstract
Small and medium enterprises (SMEs) in Bandung city are growing rapidly. The intense competition between SME entrepreneurs encourages SME entrepreneurs to continue to improve the quality of their products. In addition, the media for offering and selling SME products, namely social media, is increasingly being used because it is more effective and efficient in disseminating information. The purpose of this study was to determine the effect of SME product quality and social media on repurchase interest with customer satisfaction as an intervening variable in the city of Bandung. The method used in this research is descriptive verification with a quantitative approach to consumers who have purchased SME products through social media and obtained data of 318 respondents via google form who have met the requirements for processing. Descriptively, it was found that all variables were categorized as "Good". For the partial regression results, the quality of SME products, social media, and customer satisfaction has a significant and significant effect on repurchase interest. Whereas for calculations using path analysis, indirectly the quality of SME products through customer satisfaction has a significant effect on consumer repurchase interest, but indirectly social media through customer satisfaction does not have a significant effect on consumer repurchase interest. The SMEs players in Bandung city are expected to continue to improve the quality of SME products and active to promotions with social media.
Usaha kecil menengah (UKM) di Kota Bandung semakin berkembang dengan pesat. Persaingan yang ketat antara para pelaku usaha UKM mendorong para pelaku usaha UKM untuk terus meningkatkan kualitas produknya. Selain itu media untuk menawarkan dan menjual produk UKM yaitu media sosial semakin sering digunakan karena lebih efektif dan efisien dalam menyebarkan informasi. Tujuan dari penelitian ini adalah untuk mengetahui mengenai pengaruh kualitas produk UKM dan media sosial terhadap minat beli ulang dengan kepuasaan pelanggan sebagai variabel intervening di Kota Bandung. Metode yang digunakan dalam penelitian adalah deskriptif verifikatif dengan pendekatan kuantitatif terhadap konsumen yang pernah melakukan pembelian produk UKM melalui media sosial dan didapatkan data sebanyak 318 responden melalui google form yang telah memenuhi syarat untuk diproses. Secara desktiptif didapatkan keseluruhan variabel dengan kategori “Baik”. Untuk hasil regresi secara parsial, kualitas produk UKM, media sosial dan kepuasan pelanggan berpengaruh dan signifikan terhadap minat beli ulang. Sedangkan untuk perhitungan dengan menggunakan analisis jalur path, secara tidak langsung kualitas produk UKM melalui kepuasan pelanggan mempunyai pengaruh signifikan terhadap minat beli ulang konsumen, namun secara tidak langsung media sosial melalui kepuasan pelanggan tidak mempunyai pengaruh signifikan terhadap minat beli ulang konsumen. Para pelaku UKM di Kota Bandung diharapkan dapat terus meningkatkan kualitas dari produk UKM serta melakukan promosi yang aktif lewat media sosial.
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