Kualitas Produk dan e-WOM sebagai Katalisator Loyalitas Konsumen HNI di Tarakan

Hasmah Hasmah; Tinik Sugiati

doi:10.29407/nusamba.v11i1.25866

Authors

Hasmah Hasmah Universitas Borneo Tarakan
Tinik Sugiati Universitas Borneo Tarakan

DOI:

https://doi.org/10.29407/nusamba.v11i1.25866

Keywords:

e-WOM, Customer Satisfaction, Loyalty, Quality

Abstract

Research aim: This study aims to evaluate the impact of product quality and electronic word of mouth (e-WOM) on repurchase intention, with customer satisfaction as a mediating variable.
Methods: The sampling process was conducted using the purposive-accidental sampling method, and data were collected through an electronic questionnaire completed by 210 respondents. Data analysis was performed using the Partial Least Square (PLS) technique.
Research Finding: The research findings indicate that product quality indirectly influences repurchase intention through customer satisfaction, while e-WOM does not have a significant effect in this relationship. Furthermore, customer satisfaction plays a crucial role in driving repurchase decisions.
Theoretical contribution/Originality: These findings support the Expectancy-Disconfirmation Theory, which states that customer satisfaction arises when the received product or service meets or exceeds expectations. This study also aligns with the Theory of Planned Behavior, emphasizing that customer satisfaction can motivate individuals to make repeat purchases.
Practitioner/Policy implication: The results of this study provide valuable insights for businesses in enhancing customer loyalty by ensuring optimal product quality and implementing effective marketing strategies to improve customer satisfaction and repurchase intention.
Research limitation: This study is limited by its sampling method and the use of self-reported data, which may introduce bias. Future research could expand the sample and incorporate longitudinal or experimental designs to validate the findings further.

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