PENGARUH PRICE DISCOUNT TERHADAP CUSTOMER SATISFACTION DAN REPURCHASE INTENTION (STUDI PADA PENGGUNA SHOPEE FOOD)
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Asep Nurdiansah
Widyastuti
Wabah Covid-19 memaksa konsumen untuk mengubah perilaku mereka dari yang sederhana menjadi berbasis informasi dan teknologi. Salah satu perubahannya terjadi pada kebutuhan pokok seperti makanan dan minuman. Di antara perusahaan lain yang pertama kali memulai layanan pesan-antar makanan dan minuman seperti Grab Food dan Go Food, Shopee Food juga menanggapi permintaan ini dengan strategi diskon harga untuk menarik lebih banyak konsumen. Penelitian ini mengkaji pengaruh diskon harga terhadap kepuasan pelanggan dan niat pembelian kembali konsumen Shopee Food di Surabaya. Sebanyak 159 sampel diperoleh dengan metode pengambilan sampel. Analisis jalur menggunakan bantuan IBM AMOS dan SPSS Statistik digunakan untuk analisis statistik dalam penelitian ini. Studi ini menemukan hasil positif dan signifikan pada diskon harga pada kepuasan pelanggan dan kepuasan pelanggan pada niat pembelian kembali. Sementara itu, diskon harga tidak berpengaruh signifikan terhadap niat pembelian kembali. Berdasarkan riset ini, Shopee Food dapat meningkatkan promosi melalui diskon harga untuk meningkatkan kepuasan konsumen. Dengan meningkatnya kepuasan konsumen tentunya akan meningkatkan niat pembelian kembali di Shopee Food.
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