Pengaruh Nilai yang Dirasakan, Kepercayaan Merek, Rekomendasi dari Mulut ke Mulut, dan Kepuasan Pelanggan terhadap Niat Membeli Kembali
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Abstract
Penelitian ini bertujuan untuk mengetahui faktor-faktor yang memengaruhi repurchase intention pada pengguna sepatu running merek Nike di Jakarta. Fokus utama penelitian ini adalah pada perceived value, brand trust, word of mouth, dan customer satisfaction. Keempat variabel tersebut diyakini saling berhubungan dan memiliki peran penting dalam mendorong keputusan pembelian ulang. Perceived value dan brand trust diasumsikan dapat meningkatkan customer satisfaction dan menghasilkan word of mouth yang positif. Customer satisfaction kemudian berperan penting dalam memperkuat niat konsumen untuk membeli kembali produk Nike. Selain itu, perceived value dan brand trust juga dianggap memiliki pengaruh langsung terhadap repurchase intention. Penelitian ini menggunakan pendekatan kuantitatif dengan metode Structural Equation Modeling (SEM) melalui aplikasi SmartPLS 4. Data dikumpulkan pada tahun 2025 melalui Google Form dengan jumlah responden sebanyak 125 orang. Hasil penelitian menunjukkan bahwa semua hubungan antar variabel signifikan. Temuan ini memberikan implikasi strategis bagi pihak Nike untuk meningkatkan nilai produk, membangun kepercayaan, dan menciptakan kepuasan pelanggan guna mendorong niat beli ulang.
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