Peran Kepuasan sebagai Variabel Mediator dalam Hubungan antara Atribut Toko dan Pengalaman Pelanggan terhadap Niat Membeli Kembali pada Generasi Z
DOI:
https://doi.org/10.30872/jfor.v27i1/4295Keywords:
Atribut Toko, Pengalaman Pelanggan, Kepuasan Pelanggan, Niat Membeli Kembali, Generasi ZAbstract
Penelitian ini bertujuan untuk menjelaskan bagaimana atribut toko dan pengalaman pelanggan memengaruhi niat membeli kembali pada Generasi Z, dengan kepuasan pelanggan sebagai variabel mediator. Data dikumpulkan melalui penyebaran kuesioner kepada responden Gen Z, kemudian dianalisis menggunakan Partial Least Squares (PLS) untuk melihat hubungan antarvariabel secara lebih komprehensif. Hasil analisis menunjukkan bahwa atribut toko dan pengalaman pelanggan berpengaruh positif terhadap kepuasan, dan kepuasan terbukti memediasi pengaruh keduanya terhadap niat membeli kembali. Temuan ini menegaskan bahwa semakin baik persepsi Gen Z terhadap toko dan pengalaman belanja, semakin tinggi kepuasan yang mereka rasakan, yang pada akhirnya mendorong keinginan mereka untuk melakukan pembelian ulang
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