PENGARUH CUSTOMER EXPERIENCES DAN BRAND TRUST TERHADAP REPURCHASE INTENTION DENGAN MODERASI SALES PROMOTION PADA SPBU SHELL SURABAYA
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https://doi.org/10.9744/jmp.17.1.41-52
Keywords:
customer experiences, brand trust, repurchase intention, sales promotionAbstract
Peningkatan jumlah kendaraan telah meningkatkan konsumsi bahan bakar kendaraan khususnya di Surabaya. Terdapat berbagai brand penyedia bahan bakar di Surabaya salah satunya adalah Shell. SPBU Shell dikenal sebagai brand yang sudah lama ada, memiliki pelayanan bagus, serta menyediakan berbagai macam promosi untuk menarik pelanggan. Penelitian ini bertujuan untuk menguji Pengaruh Customer Experiences dan Brand Trust terhadap Repurchase Intention dengan Moderasi Sales Promotion Pada SPBU Shell Surabaya. Kuesioner disebarkan kepada 268 konsumen SPBU Shell di Surabaya. Hasil penelitian mengungkapkan bahwa customer experiences hanya dapat mempengaruhi brand trust SPBU Shell. Customer experiences dan brand trust tidak dapat mempengaruhi repurchase intention konsumen SPBU Shell. Di sisi lain apabila dimoderasi dengan sales promotion akan memperkuat hubungan customer experiences dan brand trust terhadap repurchase intention, namun memperlemah hubungan antara customer experiences terhadap brand trust.
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