PERAN KEPUASAN DALAM MEMEDIASI PENGARUH KEPERCAYAAN TERHADAP NIAT BELI ULANG PADA GO-FOOD DI FEB UNUD

Abstract

The intention to reuse goods or services is a reflection of the services that quality companies offer so that customers feel satisfied. Referring to the theory of consumer behavior, this study aims to determine the effect of trust and satisfaction with the intention to buy back. The study was conducted in 1873 students of the Faculty of Economics and Business Udayana University, a sample of 95 students was obtained. Analytical technique used is factor analysis and path analysis. The results of testing the first hypothesis shows the positive effect of trust on the intention to buy back. Results of the second hypothesis show satisfaction positive effect on trust. The results of the third hypothesis show satisfaction positive effect on the intention of buy back, and the last fourth hypothesis shows that satisfaction mediates positively the relationship between beliefs on repurchase intentions. The high level of trust and consumer satisfaction will increase the chances of re-buying intention from consumers.