Pengaruh Kualitas Pelayanan Dan Kepuasan Pelanggan Terhadap Repurchase Intention Melalui Review Customer Pada Aplikasi Mobile Shopee Di Bandung
Keywords:
service quality, customer satisfaction, customer review, repurchase intention, e-commerceAbstract
This study aims to analyze the influence of service quality and customer satisfaction on repurchase intention through customer reviews on the Shopee mobile application in Bandung. The background of this research is based on the rapid growth of e-commerce and the importance of service quality and customer satisfaction in driving consumer loyalty through user reviews. A quantitative approach was used, employing a survey method involving 100 employees of CV Megah Selatan Djaya who are active users of the Shopee application. The variables in this study include service quality and customer satisfaction as independent variables, customer reviews as a mediating variable, and repurchase intention as the dependent variable. Data analysis was conducted using path analysis through structural model testing and mediation testing. The results show that service quality and customer satisfaction significantly influence repurchase intention, both directly and indirectly through customer reviews. Customer reviews have been proven to play a significant mediating role in strengthening the relationship between satisfaction and service quality with repurchase intention. This research contributes theoretically to the development of digital marketing literature and offers practical implications for e-commerce practitioners in designing service strategies and managing customer reviews to enhance consumer loyalty.
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Copyright (c) 2025 Dinda Permata, Yofi Syarkani, Awan Setiawan (Author)
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