PENGARUH KUALITAS LAYANAN, E - WOM, DAN CUSTOMER EXPERIENCE TERHADAP KEPUTUSAN PEMBELIAN PADA RESTORATIVE CO

Abstract

Abstract: This study aims to determine the simultaneous and partial effects of Kualitas layanan, E-WOM, and Customer Experience on consumer satisfaction. The sample consisted of 96 respondents. The data analysis technique used multiple linear regression. The regression results produced the equation: Y = 1,901 + 0,315X₁ + 0,561X₂ + 0,407X₃. The F-test result shows an F_count (33.997) > F_table (2.70), indicating that kualitas layanan, E-WOM, and customer experience simultaneously have a significant effect on consumer satisfaction. The t-test results show that, partially, kualitas layanan has a positive effect on consumer satisfaction because t_count (2.145) > t_table (1.986), E-WOM has a positive effect on consumer satisfaction because t_count (6.240) > t_table (1.986), and customer experience also has a positive effect on consumer satisfaction because t_count (3.386) > t_table (1.986). The R² test result shows an Adjusted R Square value of 0.515, meaning that the independent variables consisting of kualitas layanan, E-WOM, and customer experience are able to explain consumer satisfaction by 51,5%, while the remaining 48,5% is explained by other variables not included in this study.

Keywords: kualitas layanan, E-WOM, customer experience, consumer satisfaction

Abstrak: Penelitian ini bertujuan untuk mengetahui pengaruh secara simultan dan parsial kualitas layanan, E-WOM dan customer experience terhadap keputusan pembelian konsumen. Jumlah sampel sebanyak 96 responden. Teknik analisis data menggunakan regresi linier berganda. Hasil regresi menghasilkan persamaan Y = 1,901 + 0,315X₁ + 0,561X₂ + 0,407X₃. Uji-F menghasilkan nilai F_hitung (33,997) > F_tabel (2,70), artinya kualitas layanan, E-WOM dan customer experience berpengaruh secara simultan terhadap keputusan pembelian. Hasil uji-t, secara parsial kualitas layanan berpengaruh positif terhadap keputusan pembelian karena t_hitung (2,145) > t_tabel (1,986), E-WOM berpengaruh positif terhadap keputusan pembelian karena t_hitung (6,240) > t_tabel (1,986), customer experience berpengaruh positif terhadap keputusan pembelian karena t_hitung (3,386) > t_tabell (1,986). Hasil uji-R², nilai Adjusted R Square yaitu 0,515, artinya variabel bebas yang terdiri dari kualitas layanan, E-WOM, dan customer experience mampu menjelaskan keputusan pembelian sebesar 51,5%, sedangkan sisanya 48,5% dijelaskan oleh variabel-variabel lain yang tidak termasuk dalam penelitian ini.

Kata Kunci: kualitas layanan, E-WOM, customer experience, keputusan pembelian