PENGARUH CUSTOMER EXPERIENCE DAN E-WOM TERHADAP MINAT PEMBELIAN ULANG PELANGGAN MIE KOBER JEMBER

Abstract

This study aims to determine the effect of customer experience and electronic word of mouth on customer repurchase intentions of Mie Kober Jember. The type of research used is explanatory research with a quantitative approach. The sample used was 120 respondents using a purposive sampling technique with the condition that the respondent had made a direct purchase or dined in at Mie Kober Jember, Karimata Branch twice or more. The results showed that the customer experience variable had a significant effect on customer repurchase intention of Mie Kober Jember. Meanwhile, electronic word of mouth variable has no significant effect on customer repurchase intention of Mie Kober Jember caused by the low level of discussion between customers on social media. Even so, together the variables of customer experience and electronic word of mouth have a significant effect on the repurchase intention of Mie Kober Jember customers.Penelitian ini bertujuan untuk mengetahui pengaruh dari customer experiencedan electronic word of mouthterhadap minat pembelian ulang pelanggan Mie Kober Jember. Jenis penelitian yang digunakan adalah explanatory research dengan pendekatan kuantitatif. Sampel yang digunakan sejumlah 120 responden menggunakan teknik purposive samplingdengan ketentuan responden pernah melakukan pembelian secara langsung atau makan di tempat (dine in) di Mie Kober Jember Cabang Karimata sebanyak dua kali atau lebih. Hasil penelitian menunjukkan bahwa variabel customer experienceberpengaruh signifikan terhadap minat pembelian ulang pelanggan Mie Kober Jember. Sementara itu, variabel electronic word of mouthtidak berpengaruh signifikan terhadap minat pembelian ulang pelanggan Mie Kober Jember yang disebabkan oleh rendahnya tingkat diskusi antar pelanggan di media sosial. Meski begitu, secara bersama-sama variabel customer experiencedan electronic word of mouthberpengaruh signifikan terhadap minat pembelian ulang pelanggan Mie Kober Jember.