Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 1 (2025): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

DETERMINAN KEPUASAN PELANGGAN DAN NIAT BELI ULANG PADA PLATFORM ONLINE GROCERY DI INDONESIA

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  • Suha Zahwa Aziza
Suha Zahwa Aziza
Universitas Pembangunan Nasional "Veteran" Jakarta

Published 2025-12-21

Keywords

  • Online Grocery,
  • Kepuasan Pelanggan,
  • Niat Beli Ulang,
  • Kualitas Layanan,
  • SEM-PLS

How to Cite

DETERMINAN KEPUASAN PELANGGAN DAN NIAT BELI ULANG PADA PLATFORM ONLINE GROCERY DI INDONESIA. (2025). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(1), 434-440. https://cibjournal.com/index.php/musytari/article/view/4440

Abstract

Pertumbuhan layanan online grocery di Indonesia menghadapi tantangan dalam mempertahankan loyalitas konsumen di tengah persaingan pasar yang semakin ketat. Penelitian ini bertujuan menganalisis pengaruh kualitas layanan digital terhadap kepuasan pengguna serta dampaknya terhadap niat pembelian ulang. Pendekatan kuantitatif dengan metode SEM-PLS diterapkan pada data survei daring yang dikumpulkan dari 253 responden aktif yang telah melakukan transaksi minimal satu kali dalam tiga bulan terakhir. Variabel independen meliputi features quality, information quality, security & privacy, delivery service quality, dan perceived price, dengan customer satisfaction sebagai variabel mediasi terhadap repurchase intention. Hasil analisis menunjukkan bahwa delivery service quality merupakan faktor paling dominan dalam meningkatkan kepuasan pelanggan (β=0,455), diikuti oleh security & privacy (β=0,230) dan features quality (β=0,204), sedangkan information quality dan perceived price tidak berpengaruh signifikan. Selain itu, customer satisfaction terbukti memiliki pengaruh kuat terhadap repurchase intention (β=0,728) dengan nilai R² sebesar 0,529, serta berperan memediasi pengaruh delivery service quality, features quality, dan security & privacy terhadap niat pembelian ulang. Temuan ini menegaskan pentingnya peningkatan kinerja logistik, kemudahan penggunaan platform, serta jaminan keamanan transaksi dalam membangun loyalitas pelanggan pada industri online grocery di Indonesia

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