Pengaruh Trend Fashion,Harga Psikologi,Dan Customer Experience Yang Dimediasi Kepuasan Konsumen Terhadap Minat Beli Ulang Pakaian Wanita Pada Butik Risqi Kembur-Borong

DENSI, Fransiska Aprilia Jesandra (2024) Pengaruh Trend Fashion,Harga Psikologi,Dan Customer Experience Yang Dimediasi Kepuasan Konsumen Terhadap Minat Beli Ulang Pakaian Wanita Pada Butik Risqi Kembur-Borong. Undergraduate thesis, Universitas Katolik Widya Mandira Kupang.

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Abstract

Currently, there are many boutiques established in Borong City,one of them is Butik Risqi which sells women's clothing and accessories. The development of sales data at Butik Risqi from 2018 to 2023 has fluctuated. The objectives of this research are: (1) To determine consumer perceptions of Fashion Trends,Psychological Pricing,Customer Experience, Consumer Satisfaction, and Women's Clothing Repurchase Intention at Butik Risqi Kembur-Borong. (2) To examine the significance of the partial influence of Fashion Trends, Psychological Pricing, and Customer Experience on Consumer Satisfaction for women's clothing at Butik Risqi Kembur-Borong. (3) To examine the significance of the partial influence of Fashion Trends, Psychological Pricing, and Customer Experience on Women's Clothing Repurchase Intention at Butik Risqi Kembur-Borong.(4)To determine the significant influence of Consumer Satisfaction on Women's Clothing Repurchase Intention at Butik Risqi Kembur-Borong. (5) To examine whether Consumer Satisfaction mediates the influence of Fashion Trends,Psychological Pricing,and Customer Experience on Women's Clothing Repurchase Intention at Butik Risqi Kembur-Borong. The population in this research is all residents of Borong City who have made or have previously made repeat purchases of women's clothing products at Butik Risqi Kembur-Borong, the number of which is not yet known for sure. The sample taken in this research is 105 respondents. The type of data used in this research is according to the source,namely primary data and secondary data,whileaccording to its nature, it includes qualitative and quantitative data. The data collection techniques used are interviews, questionnaires, and documentation. The analysis used is descriptive analysis and inferential analysis (SmartPLS). The results of the descriptive analysis of the variables Fashion Trends,Psychological Pricing,and Customer Experience are in the good category, while the variables Consumer Satisfaction and Repurchase Intention are in the very good category. The results of inferential statistical analysis (PLS) show that (1) Fashion Trends and Customer Experience partially have a positive and significant influence on Consumer Satisfaction, while Psychological Pricing has a positive but not significant influence on Consumer Satisfaction. (2) Fashion Trends and Psychological Pricing partially have a positive but not significant influence on Repurchase Intention, while Customer Experience has a positive and significant influence on Repurchase Intention. (3) The variable Consumer Satisfaction has a positive and significant influence on Repurchase Intention. (4) Consumer Satisfaction does not mediate Fashion Trends and Psychological Pricing on Repurchase Intention,while Consumer Satisfaction is able to mediate Customer Experience on Repurchase Intention. The coefficient of determination (R2) of the Consumer Satisfaction variable is 77.1% and Repurchase Intention is 71.1%, the rest, 22.9% and 28.9%, is the contribution of other variables not included in this research model. Based on the results of the analysis, it is recommended that Butik Risqi create diverse designs and products, set prices according to product quality, and provide a good experience for consumers.

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