Published: 2024-02-01

Pengaruh Promosi, Kualitas Pelayanan, Dan Pengalaman Pembelian Terhadap Minat Beli Ulang Di Marketplace Lazada Bahasa Indonesia

DOI: 10.35870/jemsi.v10i1.2065

Sarlina Tiur Maida Hutasoit, Arie Hendra Saputro
  • Sarlina Tiur Maida Hutasoit: Universitas Indonesia Membangun , Indonesia . image/svg+xml
  • Arie Hendra Saputro: Universitas Indonesia Membangun , Indonesia . image/svg+xml
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Abstract

Penelitian ini bertujuan untuk mengetahui bagaimana pengaruh Promosi, Kualitas Pelayanan, dan Pengalaman Pembelian terhadap Minat Beli Ulang di Marketplace Lazada. Metode Penelitian yang digunakan yaitu metode kuantitatif dengan pendekatan deskriptif dan verifikatif. Dengan mengambil sampel penelitian sebanyak 100 orang yang pernah melakukan pembelian produk di marketplace Lazada. Data dalam Penelitian ini diolah dengan menggunakan Aplikasi SPSS 26 dengan uji regresi linear berganda. Hasil Penelitian menunjukkan bahwa secara parsial atau uji T variabe Promosi berpengaruh positif dan signifikan terhadap variable Minat Beli Ulang hal ini terlihat dari T hitung 2,562 > 1,985 T tabel, dengan tingkat sig 0,012 < 0,05. Variabel Kualitas Pelayanan berpengaruh positif dan signifikan terhadap variabel Minat Beli Ulang, hal ini terlihat dari T hitung 3,893 > 1,985 T tabel, dengan tingkat sig 0,000 < 0,05. Variabel Pengalaman Pembelian tidak berpengaruh positif dan signifikan terhadap Minat Beli Ulang, hal ini terlihat dari T hitung 1,886 < 1,985 T tabel, dengan tingkat sig 0,065 > 0,05. Sedangkan secara bersama-sama atau melalui Uji F variabel Promosi, Kualitas Pelayanan, dan Pengalaman Pembelian berpengaruh positif dan signifikan terhadap variabel Minat Beli Ulang, hal ini terlihat dari hasil F hitung 24,316 > 2,70 F tabel dengan nilai signifikansi 0,000 < 0,05.

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Tiur Maida Hutasoit, S., & Hendra Saputro, A. (2024). Pengaruh Promosi, Kualitas Pelayanan, Dan Pengalaman Pembelian Terhadap Minat Beli Ulang Di Marketplace Lazada: Bahasa Indonesia. JEMSI (Jurnal Ekonomi, Manajemen, Dan Akuntansi), 10(1), 654-663. https://doi.org/10.35870/jemsi.v10i1.2065
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This article has been peer-reviewed and published in the JEMSI (Jurnal Ekonomi, Manajemen, dan Akuntansi). The content is available under the terms of the Creative Commons Attribution 4.0 International License.

  • Issue: Vol. 10 No. 1 (2024)

  • Section: Articles

  • Published: %750 %e, %2024

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