Hubungan Antara Flashsale, Content Marketing, Kepuasan Pelanggan dan Keputusan Pembelian Kembali
Penulis
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Khansa Chaerunnisa
Universitas YARSI
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Penny Rahmah Fadhillah
Universitas YARSI
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Siti Marhamah
Universitas YARSI
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La Diadhan Hukama
Universitas YARSI
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Zainal Zawir Simon
Universitas YARSI
Abstrak
Penelitian ini bertujuan menguji pengaruh flash sale dan content marketing terhadap keputusan pembelian kembali dengan kepuasan pelanggan sebagai variabel intervening. Populasinya adalah para konsumen yang pernah membeli dan melakukan pembelian kembali produk Snacktok Bittersweet by Najla di Jabodetabek. Analisis data menggunakan metode Partial Least Square Structural Equation Modeling (PLS-SEM). Hasil penelitian menunjukkan flash sale dan content marketing dimediasi oleh kepuasan pelanggan dapat dijadikan model yang mempengaruhi keputusan pembelian kembali yaitu : (1) Flash Sale berpengaruh positif dan signifikan terhadap Keputusan Pembelian Kembali, (2) Content Marketing berpengaruh positif dan signifikan terhadap Keputusan Pembelian Kembali, (3) Flash Sale berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, (4) Content Marketing berpengaruh positif dan signifikan terhadap Kepuasan Pelanggan, (5) Kepuasan Pelanggan berpengaruh positif dan signifikan terhadap Keputusan Pembelian Kembali, (6) Kepuasan Pelanggan dapat memediasi Flash Sale terhadap Keputusan Pembelian Kembali, (7) Kepuasan Pelanggan dapat memediasi Content Marketing terhadap Keputusan Pembelian Kembali. Dalam Islam, penjualan Snacktok Bittersweet by Najla sesuai dengan syariat Islam, yaitu menerapkan prinsip keadilan, kejujuran, transparansi, dan kepuasan pelanggan.
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