ANALISIS PENGARUH DIMENSI SERVICE QUALITY DAN PRODUCT QUALITY TERHADAP CUSTOMERS SATISFACTION YANG MEMBENTUK REPURCHASE INTENTION PADA PELANGGAN H&M DI SURABAYA

Abstract

Retail business in Indonesia is increasingly developing which shows very tight growth and competition, one of them is fashion retail. Clothing has become a lifestyle and fashion as a symbol of status, position, or position of someone who wears it. Retailers are expanding to make it easier for consumers to purchase the product and people's hearts. Fashion retailers have entered the Surabaya, including H&M, LC Waikiki, Uniqlo, Pull and Bear, Zara to Stradivarius. To survive in this era, retailers must improve service quality and product quality so that customers want to repurchase. This research aims to analyze the effect of dimension of Service Quality and Product Quality on Customers Satisfaction; the effect of variables Customers Satisfaction on Repurchase Intention. In increasing positive Repurchase Intention, the samples used in this study are H&M, customers aged 17-65 years, both men and women, domiciled in Surabaya,shopped in stores H&M Surabaya at least 3 times within the past year, and interacted with employees of H&M. This study used 100 respondents and SPSS 22.0 to process data. The results of this study indicate that having the greatest influence is Customers Satisfaction on Repurchase Intention which has an effect of 0.685, then the second largest influence is Product Quality on Customers Satisfaction of 0.325, and the third largest influence is Tangible on Customers Satisfaction of 0.275, and the fourth biggest influence is Assurance on Customers Satisfaction is 0.216, and the fifth largest influence is Empathy on Customers Satisfaction of 0.040, and the sixth biggest influence is Responsiveness to Customers Satisfaction of 0.030, and the last biggest influence is Reliability against Customers Satisfaction of 0.024